MASTER 

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NO.  94-821 59 


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Author: 


Hall,  Samuel  Roland 


Title: 


Writing  an  advertisement 


Place: 


Boston 

Date: 

1915 


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MASTER   NEGATIVE   # 


COLUMBIA  UNIVERSITY  LIBRARIES 
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Hall,  Samuel  Roland,  1876- 

Writing  an  advertisement ;  an  analysis  of  the  methods 
and  the  mental  processes  that  play  a  part  in  the  writing 
of  successful  advertising,  by  S.  Koland  Hall.  Boston  and 
New  York,  Houghton  Mifflin  company,  1915. 


V,  il)  p.,  1  1.,  216,  i2i  p.    illus.,  plates.    19i 


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Writing  an  advertisement 


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Columbia  ^ni'otviitp 

THE  LIBRARIES 


GRADUATE 

SCHOOL  OF  BUSINESS 

LIBRARY 


Gift  of 

President 
Nicholas  Murray  Butler 


I 


WRITING 
AN  ADVERTISEMENT 

BY 

S.  ROLAND  HALL 


SCHOOL   EDITION 

WITH  AN  INTRODUCTION  BY 
OSCAR    C.    GALLAGHER 

HEAD  MASTER,  WEST   ROXBURY  HIGH  SCHOOL,  BOSTON 


BOSTON    NEW  YORK    CHICAGO 

HOUGHTON  MIFFLIN  COMPANY 


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COPYRIGHT,   1915,   BY  S.   ROLAND  HALL 

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CAMBKIDGB  .  MASSACUUSBTTt 
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^t  TO  EXPLAIN 

For  several  years  prior  to  the  publication  of 
this  book  I  had  the  conviction  that  a  treatise 
on  the  art  of  writing  an  advertisement,  — 
"preparing  copy,"  as  we  advertising  men  put 
it,  —  written  in  a  simple,  chatty  style,  would 
be  welcomed  by  a  public  that  is  becoming 
more  and  more  keenly  interested  in  the  busi- 
ness  of  "selling  through  publicity." 

The  word  "advertising,"  broadly  inter- 
preted, covers  many  different  operations  and 
considerable  technique.  Four  large  volumes 
were  required  for  the  text  of  a  course  of  adver- 
tising instruction  prepared  under  my  direc- 
tion by  the  International  Correspondence 
Schools.  No  department  of  advertising  is 
more  important  or  possesses  more  never-end- 
ing interest  than  that  which  deals  with  "  copy." 

In  these  pages  I  have  tried  to  answer  simply 
that  question  —  "How  do  you  go  about  writ- 
ing an  advertisement?"  My  only  apology  for 


TO  EXPLAIN 


<1 


writing  in  the  first  person  is  that  it  is  much 
easier  to  be  simple  and  direct  that  way.  Writ- 
ing in  the  third  person  encourages  roundabout 
explanation  and  verbiage.  My  only  explana- 
tion for  introducing  examples  from  my  per- 
sonal work  is  that  I  can  write  most  helpfully 
about  the  things  that  are  familiar  to  me. 

No  attempt  is  made  in  these  pages  to  pre- 
sent a  mathematically  correct  formula  or  set 
of  rules  for  the  composition  of  good  advertise- 
ments. As  the  New  York  Sun  once  pointed 
out,  every  good  story  that  appears  is  a  model, 
a  new  example  of  successful  technique.  Charts 
are  of  little  value,  and  rules  may  interfere  with 
the  freedom  of  thought.  While  not  all  writers 
of  advertising  copy  work  m  exactly  the  same 
way,  every  one  would  probably  agree  that  the 
principles  covered  m  these  pages  must  be  con- 
sidered consciously  or  unconsciously. 

S.  Roland  Hall. 

Easton,  Pennsylvania, 
February  i,  1915. 


( 


4 


CONTENTS 

Introduction.  By  Oscar  C.  Gallagher    .     .     .     .  vii 

I.  Importance  of  Copy i 

II.  Studying  the  Article ^ .     .  8 

III.  Inside  and  Outside  Points  of  View    .     .  18 

IV.  The  People 23 

V.  The  Conditions 35 

VI.  The  Advertisement  Itself 41 

VII.  Sign-Posts  of  Advertisements   ;     ...     50 

VIII.  Points  of  Contact 61 

i^X.  Interest  Value  and  the  News  Element   .     70 
y^.  The  Appeal  of  Pictures    ......     80 

^XI.  Imagination  in  Advertising 92 

v^II.  Style,  and  Strength  of  Appeals      ...    99 

XIII.  Dressing  the  Idea .     .135 

v/'XIV.  The  Price  and  the  Power  of  Words    .     .  146 

\/XV,  Some  Ad-Writing  Experiences  .     .     .     .153 

XVI.  Cumulative  Effects,  and  Tests .     .     .     .171 

XVII.  Last  Words 206 

Questions  and  Problems i 


INTRODUCTION 

This  book  appears  in  response  to  new  de- 
mands in  education.  The  world  is  expecting 
the  schools  to  give  pupils  not  only  the  power 
to  grapple  with  the  problems  that  life  presents, 
but  also  the  knowledge  to  use  that  power  ef- 
fectively. In  recent  years  especially  a  great 
increase  has  been  seen  in  the  number  of 
courses  of  training  for  the  competitive  or 
distributive  side  of  business,  as  distinguished 
from  the  clerical  and  the  accounting.  Sales- 
manship and  advertising,  in  particular,  are 
being  introduced  into  more  and  more  schools 
each  year. 

Just  where  the  line  runs  between  salesman- 
ship and  advertising  it  is  not  easy  to  state.  It 
is  safe  to  say,  however,  that  the  knowledge 
of  the  one  is  intimately  bound  up  with  the 
knowledge  of  the  other.  The  salesman  igno- 
rant of  advertising  and  the  advertiser  ignorant 
of  salesmanship  are  alike  inefficient.   While 

the  appeal  may  be  more  definitely  personal 

vn 


INTRODUCTION 

in  salesmanship,  the  ability  to  understand 
human  nature  individually  and  collectively  is 
no  less  indispensable  in  advertising. 

In  seeking  to  impart  the  ability  to  under- 
stand human  nature  many  books  on  advertising 
begin  with  the  study  of  psychology,  and  from 
a  consideration  of  the  laws  of  the  human  mind 
they  evolve  a  set  of  principles  as  a  basis  for 
the  practice  of  advertising.  This  book  pursues 
a  different  plan.  It  comes  from  the  pen  of  an 
advertising  expert  who  has  had  practical  ex- 
perience in  every  branch  of  the  work,  —  writ- 
ing, advising,  financing,  and  teaching  —  whose 
textbooks  on  advertising  are  more  widely 
used  than  those  of  any  other  writer  on  the  sub- 
ject. From  the  outset  the  emphasis  is  laid 
upon  the  importance  of  copy.  The  practical 
problem  is  considered  in  relation  to  the  com- 
modity itself,  the  public,  the  conditions,  vari- 
ous devices,  financial  considerations,  etc.,  and 
the  practical  application  of  the  underlying 
principles  of  psychology  that  operate  are  in- 
stinctively grasped  by  the  student  in  dealing 
vitally  with  the  problem  itself. 

•  •  • 

vni 


A 


INTRODUCTION 

It  is  realized,  of  course,  that  not  all  the 
pupils  in  commercial  courses  who  study  books 
on  advertising  plan  to  follow  advertising  as  a 
distinct  profession.  No  matter  what  line  of 
buying  and  selling  a  pupil  is  to  enter,  however, 
a  thorough  grasp  of  the  principles  of  advertis- 
ing is  indispensable.  Even  pupils  in  clerical 
and  accounting  courses  will  gain  from  the 
study  of  advertising  a  clearer  insight  into  the 
relation  that  their  individual  tasks  are  to  bear 
to  the  extensive  problems  of  the  business 
house  for  which  they  are  to  work. 

The  plan  and  scope  of  this  book  may  be 
readily  seen  from  the  table  of  contents,  and  a 
careful  discussion  of  this  table  should  form 
the  opening  lesson  in  the  use  of  the  book. 
Then  each  chapter  should  be  carefully  studied 
by  the  pupils  and  thoroughly  discussed  by  the 
class  as  a  whole.  In  this  connection  the  exer- 
cises at  the  end  of  the  book  should  be  used 
both  to  fix  firmly  in  mind  the  principles  in 
point  and  to  form  subjects  for  investigation 
for  written  reports.  The  illustrations,  too,  af- 
ford abundant  material  for  the  application  of 

ix 


INTRODUCTION 

the  principles  that  are  brought  out.  From 
their  own  mvestigations  pupils  should  bring  to 
the  class  advertisem^ts  that  illustrate  or  vio- 
late the  prmciples  tnat  the  book  teaches.  A 
scrapbook  should  be  kept,  in  which  advertise- 
ments should  be  carefully  grouped  accordmg 
to  the  headmgs  given  in  the  table  of  con- 
tents. 

Even  in  commercial  courses  in  which  adver- 
tising is  not  especially  treated,  teachers  of 
English  will  welcome  such  a  book  as  Writing 
an  Advertisement,  for  they  will  find  it  a  clear, 
brisk  treatment  in  everyday  English  of  a  most 
live  and  important  branch  of  commercial 
study.  The  topics  in  the  exercises,  too,  will 
afford  definite  assignments  for  both  oral  and 
written  composition. 

Thus,  from  reading,  study,  discussion,  and 
investigation,  each  pupil  will  build  up  for 
himself  a  logical  knowledge  of  practical  ad- 
vertismg.  In  distinction  to  books  on  adver- 
tising in  which  mere  exercises  are  given  and 
questions  asked,  he  will  find  in  this  volume  a 
definite  and  constant  guide  that  will  keep  him 


/ 


/ 


INTRODUCTION 

from  losmg  himself  m  the  generalities  of  ad- 
vertising and  will  give  him  a  practical  grasp 
of  the  subject,  which  he  may  later  extend  as 
opportunity  oflFers. 

Oscar  C.  Gallagher. 


'si 


1 

■J; 


WRITING  AN 
ADVERTISEMENT 


I 


IMPORTANCE    OF    COPY 

That  the  representative  advertising  agen- 
cies, or  companies,  pay  from  ^50  to  $100  a 
week  —  sometimes  even  more  —  to  copy-writ- 
ers of  superior  ability,  indicates  graphically 
the  importance  of  the  man  who  is  able  to  put 
the  advertiser's  appeal  into  a  form  that  will 
attract  and  impress  the  reading  public. 

Early  in  the  days  of  modern  advertising, 
the  writer  of  advertisements  was  a  rather 
unique  personage.  He  was  surrounded  with 
some  mystery,  too  much  halo.  Often  he  ad- 
vertised himself  as  an  "expert,"  with  the  re- 
sult that  the  word  "expert"  fell  into  disrepute 
so  far  as  it  related  to  advertising,  and  even 
as  yet  has  hardly  succeeded  in  recovering  its 
former  perfectly  proper  meaning. 


WRITING  AN  ADVERTISEMENT 

As  more  and  more  attention  was  drawn  to 
the  great  business  of  advertising,  it  became 
more  generally  recognized  that  the  writing  of 
the  advertisement  and  the  publishing  of  it, 
important  as  that  work  is,  constitute  only  a 
part  of  advertising  —  taking  the  word  in  its 
full  meaning.  In  other  words,  people  who  con- 
cluded that  they  should  advertise  were  rush- 
ing to  get  clever  advertisements  written  and 
printed  without  giving  the  proper  amount  of 
thought  to  the  questions  of  what  kind  of  adver- 
tismg  was  needed  and  when  and  where  it  could 
be  done  to  the  best  advantage;  of  how  the 
reader  could  conveniently  see  and  procure  the 
thing  advertised ;  of  how  the  advertising  would 
affect  retailers  or  other  dealers  in  the  adver- 
tised goods.  In  brief,  advertising  was  looked 
upon  more  as  clever  business  writing  than  as 
a  great  business  force  whose  relation  to  the 
other  business  forces  ought  to  be  carefully 
considered  before  its  power  was  utilized. 

Then  followed  a  long  period  in  which  em- 
phasis was  put  on  investigations,  conferences, 
preliminary  work,  dealer  relations,  etc.,  as 


IMPORTANCE  OF  COPY 

things  to  be  looked  into  or  undertaken  before 
the  preparation  of  any  advertising  copy.  There 
was  a  tendency  during  this  period,  when  the 
pendulum  of  thought  had  swung  away  from 
copy  to  plans,  to  minimize  the  importance  of 
copy.  Some  of  the  advertising  agencies  were 
inclined  to  say:  "Copy  is  a  mere  detail,  the 
surface  or  signs  of  the  campaign." 

A  reaction  has  come.  Good  copy  never  was, 
never  will  be,  a  mere  detail.  Too  few  people 
are  able  to -write  it.  Millions  of  dollars  are  in- 
vested in  advertising  with  a  poor  return  be- 
cause the  "surface  of  the  advertising  plan," 
the  only  thing  the  buying  public,  the  ultimate 
consumer,  sees,  has  so  little  appeal  to  it  that 
it  gets  no  attention,  makes  no  impression. 

No  matter  what  brains  are  put  into  an  in- 
vestigation of  the  market  for  a  given  com- 
modity or  how  skillful  a  distribution  plan  or 
sales  campaign  is  laid  out,  at  the  last,  the  job, 
if  the  article  is  one  that  can  be  advertised, 
comes  to  the  copy-writer  in  order  that  he  may 
interpret  to  the  public  what  the  advertiser's 
product  or  service  stands  for.   I  have  known 

3 


(  \i 


WRITING  AN  ADVERTISEMENT 

one  of  the  oldest  advertising  agencies  of  New 
York  to  search  around  for  weeks  to  find  a 
writer  with  the  special  ability  to  write  shoe 
advertisements  that  a  certain  large  and  suc- 
cessful shoe  manufacturer  would  regard  as 
being  worthy  of  going  into  magazine  pages 
costing  from  $500  to  $6000  each. 

People  do  not,  as  a  rule,  search  for  adver- 
tisements.   True,   advertisements   are  occa- 
sionally looked  up,  but  magazines  and  news- 
papers are  bought  ordinarily  for  the  news, 
stories,  etc.  they  contain,  and  the  advertiser 
must  "butt  into  attention,"  so  to  speak.  Fig- 
ure the  number  of  advertisements  in  a  single 
copy  of  a  large  publication  and  the  number 
of  minutes  that  the  publication  gets  from  the 
average  reader,  and  you  will  have  a  good  idea 
of  what  an  important  undertaking  it  is  to 
write  advertisements  that  will  capture  the 
coveted  attention  and  hold  it  until  a  favorable 
impression  regarding  the  advertised  article 
has  been  created.  There  are  men  who  can  talk 
entertainingly  about  goods  when  face  to  face 
with  a  customer,  who  are  tongue-tied  or  finger- 

4 


y 


IMPORTANCE  OF   COPY 

bound  when  it  comes  to  putting  an  interesting 
sales  message  into  print. 

Oddly,  the  farmer  is  usually  a  good  adver- 
tiser. When  he  has  a  mule  to  sell,  he  puts 
down  some  such  headline  as  "Good  Mule  for 
Sale,"  and  goes  about  telling  readers  about 
the  mule,  which  is  good  advertising  —  much 
better,  as  a  rule,  than  the  country-town  mer- 
chant puts  out,  because  it  really  tells  something 
that  some  people  are  interested  in  knowing. 
The  merchant  is  inclined  toward  generali- 
ties, hackneyed  announcements  or  "smart" 
copy. 

Advertising  has  been  called  salesmanship 
in  print,  and  yet  there  are  noteworthy  differ- 
ences between  face-to-face  salesmanship  and 
printed  salesmanship.  With  a  smgle  customer 
before  him,  the  salesman  has  just  one  type  to 
study.  The  face  of  the  customer,  the  clothing, 
the  general  manner,  all  give  hints  as  to  the 
appeal  that  will  make  a  favorable  impression. 
Moreover,  as  the  customer  asks  questions  or 
gives  answers  to  questions,  other  valuable 
dues  are  made  available.    The  face-to-face 

5 


m\ 


MM 


WRITING  AN  ADVERTISEMENT 

salesman  can  appeal  to  perhaps  several  of  the 
senses  of  the  customer  —  hearing,  taste,  sight, 
smell,  touch.  In  advertising,  the  salesman 
ordinarily  has  only  one  sense  —  sight  —  to 
appeal  to,  and  he  must  clothe  his  appeal  to  the 
eye  so  skillfully  that  the  customer,  in  imagina- 
tion, will  feel  the  cloth,  taste  the  tomato  soup, 
hear  the  piano,  or  smell  the  delicately  per- 
fumed  soap   that  the   advertisement  deals 

with. 

In  some  forms  of  advertising,  samples  can 
be  sent  and  several  senses  appealed  to,  but  we 
are  here  considermg  mainly  the  advertisement 
in  a  newspaper,  magazine,  or  some  other  me- 
dium affording  only  the  opportunity  to  pre- 
sent a  printed  appeal.   So  the  man  who  can 
take  wire  rope,  flour,  a  brand  of  clothing,  or 
a  certain  make  of  piano,  and  so  picture  that 
article  before  buyers  of  wire  rope,  flour,  cloth- 
ing, or  pianos  that  it  will  earn  general  prefer- 
ence over  other  merchandise  of  its  kind  is  a 
genius.   How  far  this  ability  is  natural  with 
people,  and  how  far  it  may  be  acquired  or  de- 
veloped, are  questions  I  cannot  answer  defin- 

6 


IMPORTANCE  OF  COPY 

itely.  I  have  seen  enough  cases  of  successful 
development  to  lead  me  to  believe  that  suc- 
cess is  due  as  much  to  development  as  to  "bom 
talent." 


4 


II 


STUDYING  THE  ARTICLE 

The  editor  of  a  great  newspaper  was  once 
asked  if  it  were  possible  for  all  persons  to  learn 
to  write.  "Yes,"  was  the  reply,  "if  they  all 
had  something  to  write  about." 

Without  something  to  write  about,  he  who 
hopes  to  construct  advertisements  is  in  the 
predicament  of  the  man  who  stood  in  a  crowd 
and  said:  "My  friends,  I  am  here  because  I 
wish  to  be  a  speaker,  but  as  there  is  nothing 
I  can  think  of  to  say,  I  shall  sit  down." 

A  few  sentences,  though  arranged  gram- 
matically, do  not  constitute  a  good  advertise- 
ment imless  there  is  something  in  the  language 
to  command  the  attention  of  prospective  buy- 
ers, to  develop  interest  and  to  produce  convic- 
tion. 

The  first  essential,  m  startmg  out  to  write 

i     an  advertisement,  is  to  collect  all  the  informa- 

tion  available  about  the  article  or  service  that 

8 


STUDYING  THE  ARTICLE 


is  to  be  advertised.  As  Irvin  S.  Cobb  says,  it 
is  one  of  the  mysteries  of  the  writing  business 
that,  in  order  to  make  the  deepest  impression 
on  your  reader,  you  must  know  what  you  are 
writing  about.  Some  clever  but  superficial 
work  may  pass  the  test,  but  sooner  or  later  the 
man  who  knows  nothing  about  paints  or  paint- 
ing, but  who  tries  to  write  advertisements  that 
aim  to  influence  people  to  buy  certain  paints 
or  do  certain  kinds  of  painting,  will  betray 
himself. 

There  is  a  great  deal  in  this  big  world  of  ours 
to  know,  and  nobody  knows  a  very  large  pro- 
portion of  what  there  is  to  learn.  Consequently, 
it  is  not  so  very  difficult,  when  one  concen- 
trates on  a  given  subject  long  enough,  to  dig 
up  interesting  things  about  it  that  few  people 
are  familiar  with.  Genius,  said  Helvetius,  is 
only  concentrated  attention.  Ordinary  raw 
cotton  may  seem  to  be  a  subject  to  which  there 
is  little;  yet  a  cotton  expert  can  see  so  much  to 
cotton  that  he  can  grade  it  in  more  than  thirty 
different  grades.  Pig  iron  seems  to  be  too 
staple  a  product  to  be  advertised  in  any  dis- 

9 


WRITING  AN  ADVERTISEMENT 

tinctlve  way,  but  an  enterprising  iron  man  was 
able  to  discover  that  his  product  had  an  un- 
usual percentage  of  vanadium  in  it,  which  in- 
gredient gives  iron  greater  strength;  the  use  of 
that  point  made  possible  iron-advertising  of 
unusual  interest. 

The  story  is  told  of  an  editor  who,  to  dis- 
courage an  applicant  for  a  reporting  job,  told 
him  to  write  an  article  on  bread.  The  yoimg 
man  visited  all  the  bakeries  of  the  city,  col- 
lected a  vast  amount  of  interesting  informa- 
tion, which  he  culled  over  and  made  the  basis 
of  an  article  on  "Our  Daily  Bread"  that  most 
readers  of  the  newspaper  found  entertaining. 

Mr.  Manley  Gillam,  a  veteran  of  the  adver- 
tising business,  has  told  most  interestingly  of 
one  of  his  earliest  efforts  at  advertising  —  how 
he  was  asked  to  help  in  the  selling  of  butter 
made  from  the  milk  of  a  well-kept  herd  of  pure- 
bred Holstein  cows.  He  found  so  much  of 
interest  in  the  history  and  characteristics  of 
the  Holstein  cow  when  he  looked  the  subject 
up,  and  so  many  distinctive  features  about 
the  making  of  this  Holstein  butter,  that  he  had 

lO 


> 


STUDYING  THE  ARTICLE 

no  difficulty  in  building  a  series  of  interesting 
advertisements  that  sold  every  pound  of  the 
butter  at  a  good  price. 

An  ice-cream  manufacturer,  who  for  years 
had  contented  himself  with  a  "standing  card" 
in  the  local  newspaper, — which  standing  card, 
like  the  standing  army  that  Kipling  wrote 
about,  "just  stood,"  —  employed  a  trained 
ad-writer  to  get  up  some  copy.  This  ice-cream 
maker  had  said  in  his  standing  card  that  his  ice- 
cream was  "  rich  and  pure."  This  statement 
was  concise  enough  to  please  the  worshipers 
of  brevity,  but,  unfortimately,  the  claim  for 
richness  and  purity  was  stated  in  such  a  hack- 
neyed way,  havmg  been  said  in  perhaps  just 
those  words  by  thousands  of  different  adver- 
tisers, that  it  made  little  or  no  impression  on 
the  reading  public.  The  ad-writer  began  to 
dig.  He  was  not  long  in  finding  out  that  this 
maker's  ice-cream  was,  by  several  per  cent, 
richer  in  butter-fat  than  any  other  ice-cream 
made  m  that  city.  He  imearthed  the  fact  that 
this  ice-cream  man  made  tutti-frutti  and  hick- 
ory-nut flavors,  but  never  gave  any  publicity 

II 


j^i 


I 


WRITING  AN  ADVERTISEMENT 

to  these  thmgs,  thinking  that  housekeepers 
knew  them.  They  did  n't.  It  was  compara- 
tively easy  for  this  man  with  a  "nose  for 
news"  to  get  ice-cream  items  that  made  in- 
teresting reading.  He  wrote  a  "  Sunday-Din- 
ner-Dessert-Suggestion" advertisement  and 
others  that  were  equally  interesting. 

There  is  a  great  deal  in  common  between 
the  work  of  a  good  newspaper  reporter  and  a 
good  advertising  man.   Each  delves  into  his 
subject  with  a  view  to  finding  what  there  is  in 
it  that  will  be  of  interest  to  the  public.  Each 
makes  himself  a  human  interrogation-point  and 
finds  that  natural  questions,  why  this?  why 
that?  asked  from  the  reader's  or  customer's 
point  of  view,  afford  the  quickest  and  surest 
way  of  bringing  the  essential  information  to 
light.  Neither  ordinarily  uses  all  of  the  facts 
found,  for  some  of  the  facts  are  likely  to  be  un- 
interesting or  of  secondary  value.  The  import- 
ant thing  is  first  to  get  the  facts.  Then  the 
writer  must  use  judgment  in  deciding  what  part 
of  the  material  will  really  interest  the  public 
and  make  a  favorable  impression  for  the  goods 

12 


The  unit  record  desk,  shown 
above,  is  a  concrete  example 
of  the  Library  Bureau  Idea. 

The  first  desk  of  this  kind  was 
made  for  a  bond  house.  Their 
problem  was  to  put  several  thou- 
sand cards  in  shape  to  be  handled 
by  one  clerk. 

The  obvious  thing  was  to  sell 
them  a  flat-top  desk  and  four  or 
five  card  cabinets. 

That  is  the  very  thing  we  did 
not  do. 

We  devised  the  unit  record  desk 
—a  comb'ination  of  a  card  file  and 
a  desk.  We  improved  it  and 
altered  it  so  that  it  can  be  used  as 
a  ledger  desk  as  well  as  for  hous- 
ing customers  lists,  credit  infor- 
mation, sales  records,  price 
quotations,  etc. 

Then  we  standardized  it  and  now 
carry  it  regularly  in  stock. 

You  see,  dont  you,  what  the 
Library  Bureau  Idea  is— ORIGI- 
NATE! IMPROVE!  ADAPT! 
STANDARDIZE! 

Library  Bureau 

MuuifactutloK  dittribuion  of 
Card  and  filing  systems.      Unit  cabinets  in  wood  and  steel. 

316  Broadway,  New  York 


One  of  an  attention-compelling  series  of  newspaper  advertisements 

Originally  two  columns  wide 


STUDYING  THE  ARTICLE 

or  service  to  be  advertised.  I  have  written  con- 
siderable advertismg  about  Portland  Cement, 
but  have  never  undertaken  to  tell  the  general 
public  the  chemical  constituents  of  Portland 
Cement.  In  the  case  of  cement  such  informa- 
tion is  not  the  feature  that  interests  the  public. 
In  advertising  certain  other  goods  it  is  advis- 
able to  give  some  information  as  to  the  con- 
stituents. It  all  depends  on  the  article. 

Sometimes  it  is  more  essential  to  study  the 
uses  or  the  service  of  the  goods  than  the  goods 
themselves.  Take  an  adding-machine,  as  an 
example.  It  would  be  of  little  value  to  the 
advertising  man  to  have  a  thorough  imder- 
standing  of  the  mechanics  of  the  machine  un- 
less the  machine  possessed  some  very  distinc- 
tive feature  that  could  be  "played  up."  In 
this  case,  the  service  rendered  by  the  machine 
should  be  the  principal  field  of  investigation. 

A  keen  advertising  man,  studying  a  shovel 
manufacturer's  selling  problem,  hit  upon  the 
idea  of  having  the  manufacturer  feature  a 
shovel  that  would  hold  just  the  load  that  an 
"efficiency  engineer"  had  recently  figured  out 

13 


WRITING  AN  ADVERTISEMENT 

would  enable  a  laborer  to  do  the  most  work. 
That  idea,  strongly  advertised,  lifted  that 
shovel  manufacturer's  product  out  of  the  rut. 

Not  long  ago  the  advertisers  of  Trinidad 
Asphalt  brought  out  the  point  that  asphalt 
could  be  made  that  seemed  chemically  exactly 
like  the  South  American  product,  but  went  on 
to  argue  that  the  Trinidad  material  had  baked 
for  years  under  the  broiling  sun  of  the  tropics. 
Here  was  a  vital  fact  that  appealed  to  the  in- 
terest and  reason  of  the  readers. 

So,  then,  the  study  of  the  article  goes  con- 
siderably further  than  the  article  itself.  It 
comprehends  the  study  of  the  materials  of 
which  the  article  is  made,  the  process  of  manu- 
facturing, the  history  and  development  of  the 
business.  Somewhere  along  this  route  of  re- 
search may  lay  untouched  the  vital  fact  upon 
which  a  successful  advertising  campaign  may 
be  based.  Probably  the  safety  device  of  the 
Iver  Johnson  revolver  was  a  part  of  the  fire- 
arm long  before  some  mind  was  keen  enough  to 
recognize  in  it  a  feature  that  possessed  won- 
derful advertising  possibilities. 

14 


STUDYING  THE  ARTICLE 

A  New  York  advertising  agency,  on  getting 
a  contract  for  a  large  amount  of  tobacco  ad- 
vertising, as  the  first  step  sent  a  trained  inves- 
tigator and  writer  to  Cuba  to  study  Cuban 
tobacco  at  first  hand. 

What  has  already  been  said  about  the  study 
of  the  article  makes  it  obvious  that  it  is  diffi- 
cult to  do  successful  advertising  for  a  business 
or  a  commodity  that  possesses  no  distinctive 
features.  This  is  a  fact  that  is  too  seldom  rec- 
ognized. Many  concerns  producing  ordinary 
products  or  running  very  ordinary  stores  seem 
to  imagine  that  advertising  is  a  magic  art  that 
in  some  mysterious  way  or  another  can  be 
made  to  bring  them  extra  business.  Advertis- 
ing is  only  the  search-light  of  publicity.  It  can 
throw  into  public  view  only  that  which  exists. 
This  statement  must  be  immediately  qualified 
by  the  explanation  that  it  is  possible,  with 
false  advertising,  to  temporarily  give  the  pub- 
lic an  incorrect  picture  of  a  business.  But  im- 
less  such  an  advertiser  is  far  away  from  his 
customers  or  does  business  only  with  a  scatter- 
ing few,  the  false  picture  that  he  draws  of  his 

15 


m 


il 


^'^ 


WRITING  AN  ADVERTISEMENT 

goods  or  service  will  in  due  time  be  detected 
and  become  ineffective.  He  who  hopes  to  real- 
ize a  handsome  investment  on  advertising 
should  seek  to  make  his  goods  or  his  business 
distinctive  in  someway — if  not  in  big  things, 
then  in  little.  If  this  is  impossible,  he  has 
nothing  left  to  do  but  to  seek  what  we  call 
"general  publicity"  —  that  is,  keep  his  name 
or  the  name  of  his  goods  before  the  public  con- 
tinually. It  is  a  generally  acknowledged  prin- 
ciple that  unless  we  have  some  decided  prefer- 
ence for  one  article  over  another,  we  will  take 
the  one  that  seems  most  familiar  to  us.  Even 
general  publicity  advertising  makes  things 
familiar  to  us.  Though  we  have  never  actu- 
ally seen  or  handled  certain  goods,  if  the  name 
has  been  hammered  on  our  memories  for  a 
long  time,  it  seems  familiar  and  is  likely  to  be 
preferred.  There  are  a  number  of  articles  for 
which  only  general  publicity  advertising  seems 
possible.  Take  a  five-cent  cigar  or  ordinary 
laundry  soap,  as  an  example.  The  frank  truth 
about  the  material  of  these  commodities  would 
be  of  no  interest  to  the  public;  indeed,  it  might 

i6 


STUDYING  THE  ARTICLE 

make  out  a  good  case  against  the  purchase  of 
goods.  So  recourse  is  had  to  mere  "name- 
advertising"  or  to  some  catchy  slogan  or  pic- 
ture. Sometimes  a  name  itself  may  possess 
considerable  advertising  value  —  the  name  of 
"Sunny  Monday"  Soap,  for  example.  In  the 
words  "Simny  Monday"  is  a  suggestion  that 
the  soap  is  one  that  helps  along  wash-day, 
that  brightens  "blue  Monday." 

General  publicity  advertising  is,  however, 
costly.  It  gives  the  public  no  definite  reason 
for  preferring  a  certain  article.  It  succeeds,  if 
it  does  succeed,  by  constant  hammering,  by 
sledge-hammer  blows,  by  suggestion  or  infer- 
ence. The  more  the  ad-writer  can  dig  up  in  the 
way  of  interesting  information  about  the  goods 
and  the  more  plausible  reasons  he  can  create 
for  the  purchase  of  them,  the  easier  becomes 
the  solving  of  the  advertiser's  problem  and  the 
less  will  be  the  investment  required. 

Consequently,  the  ad-writer  could  do  no 
more  important  preliminary  work  than  to 
study  exhaustively  the  article,  its  origin  and 
manufacture,  and  its  uses  or  service. 


}ii| 


Ill 


i 


1  lit 

ff. 


INSIDE  AND   OUTSIDE  POINTS  OF  VIEW 

There  has  been  much  discussion  in  the 
advertising  world  as  to  whether  the  man  with 
an  outside  point  of  view  is  not  better  fitted  to 
write  an  advertisement  than  the  man  with  an 
inside  point  of  view.  It  is  argued  that  the  man 
who  has  lived  with  a  business  a  long  time  gets 
too  close  to  it  and  becomes  unable  to  look  at  it  as 
the  outside  man  —  the  prospective  purchaser 
—  would.  It  is  said  that  the  inside  man  often 
takes  it  for  granted  that  the  prospective  pur- 
chaser will  understand  certain  things,  they 
being  so  familiar  to  those  in  the  advertiser's 
business,  and  so  does  not  bother  to  make 
these  clear  in  the  advertisements  he  writes. 
In  other  words,  the  argument  against  the  in- 
side writer  is  that  he  loses  the  perspective,  gets 
so  tied  up  with  inside  knowledge  of  his  busi- 
ness that  it  is  impossible  for  him  to  get  away 

i8 


POINTS  OF  VIEW 

from  his  personal  point  of  view  and  look  at  the 
subject  with  fresh  eyes. 

The  inside  man,  on  the  other  hand,  is  likely 
to  argue  that  the  outside  man,  unless  he  hap- 
pens to  be  a  user  of  the  article  to  be  advertised, 
or  is  well  acquainted  with  those  who  use  it, 
knows  too  little  about  the  article  or  business 
to  advertise  it  properly;  that  he  will  take 
facts  of  little  importance  and  make  them  out 
to  be  facts  of  great  importance;  that  he  will 
argue  in  such  a  way  as  to  appear  ridiculous  to 
experienced  users  of  such  products  as  the  one 
to  be  advertised.  To  advertise  such  an  article 
as  the  cash  register,  a  piano,  a  brand  of  cloth- 
ing, says  the  inside  advocate,  a  man  ought  to 
know  a  great  deal  about  the  cash  register,  the 
piano  or  the  clothing  business  —  about  the 
people  that  buy  such  goods  and  how  they  buy 
them,  the  competition,  etc. 

Example  after  example  could  be  introduced 
to  prove  that  both  sides  in  this  argument  are 
right.  The  truth,  as  is  usual  in  arguments, 
lies  between  the  two  extremes.  No  man  can 
know  too  much  about  a  business  that  he  is  to 

19 


if 


WRITING  AN  ADVERTISEMENT 

advertise,  provided  he  maintains  the  right 
point  of  view  —  looks  at  the  business  through 
the  eyes  of  a  prospective  purchaser.  This  is 
by  no  means  easy,  but  some  of  the  greatest 
advertisers  of  the  world  are  those  who  have 
"eaten  and  slept"  with  their  businesses,  as  it 
were,  and  know  more  about  them  than  any 
outsider.  The  most  skillful  advertiser  will 
make  use  of  both  inside  and  outside  points  of 
view,  but  will  be  careful  always  to  judge  his 
finished  advertisement  from  the  point  of  "How 
will  this  strike  and  affect  Mr.  Prospective 
Customer?" — not  "How  well  does  it  strike 
me,  the  advertising  manager  of  the  company, 
or  how  will  it  strike  Mr.  Blank,  the  president  ? " 

It  is  probably  within  the  truth  to  say  that 
most  of  the  best  national  advertising  of  to-day 
represents  the  work  of  the  "outside  writer** 
to  a  greater  or  less  extent. 

Some  years  ago  a  number  of  leading  adver- 
tising men  were  asked  how  they  got  their  ideas 
for  advertisements,  how  they  worked  them 
up,  etc.  The  replies  were  interesting.  Some 
declared  that  often  the  right  thought  would 

20 


POINTS  OF  VIEW 

come  while  they  were  on  the  train  coming  to, 
or  going  home  from,  work.  One  man  insists 
that  some  of  his  best  ideas  come  during  the 
morning  shave,  while  an  art  director  who 
conceived  a  particularly  happy  idea  says  he 
captured  it  while  in  the  bathtub!  A  number 
gleaned  good  copy  ideas  from  situations  they 
saw  in  their  talk  or  dealings  with  their  sales- 
men or  with  retail  merchants.  Letters  from 
users  of  the  product  were  productive  of  good 
ideas.  Close  study  of  the  consumer's  use  or 
need  of  the  article  yielded  its  quota  of  effec- 
tive appeals.  Some  of  the  most  striking  Yaw- 
man  Erbe  office-equipment  advertisements 
have  shown  typical  office  scenes  —  a  vexed 
office  manager  saying,  "I  want  that  letter 
right  now,"  followed  by  argument  for  the 
Y.  &  E.  system  of  letter-filing;  a  manufacturer 
exasperated  at  finding  the  carbon  copy  of  his 
price-quotation  hopelessly  blurred,  followed 
by  argument  for  the  roller-copier  method  of 
copying  letters  as  against  the  carbon  method. 
A  writer  of  advertisements  for  a  washing- 
machine  seemed  imable  to  produce  appeals 

21 


WRITING  AN  ADVERTISEMENT 


II 


that  would  bring  the  proper  response.  One 
day  he  tried  to  put  himself  in  the  place  of  a 
typical  buyer.  No  sooner  had  he  done  so  than 
he  concluded  that  he  would  have  to  try  a 
washing-machine  before  he  would  buy.  So 
came  into  being  the  well-known  "30-Days- 
Free-Trial"  appeal  of  the  washer. 

The  advertisers  of  Pompeian  Massage  Cream 
had  a  large  art  calendar  that  they  expected 
to  distribute  to  their  customers.  There  was  an 
argument  as  to  whether  many  of  the  readers 
of  the  magazine  would  want  such  a  calendar. 
So  an  advertisement  was  prepared  that  put 
this  question  frankly  before  readers.  It  pulled 
tmusually  well.  Another  concern  tried  a  simi- 
lar appeal  with  poor  results  1 

Some  men  are  noted  for  the  quickness  with 
which  copy  ideas  come  to  them  after  they  con- 
centrate on  a  subject.  With  others  the  copy- 
idea  mill  grinds  more  slowly,  and  their  best 
ideas  are  likely  to  come  only  after  extended 
study,  after  "sleeping  and  eating"  with  the 
business,  so  to  speak.  Temperament  evi- 
dently plays  its  part. 


I 


IV 


THE   PEOPLE 


It  is  not  enough  to  know  the  goods  or  the 
service  that  the  advertiser  is  to  offer  for  sale, 
important  as  that  knowledge  is.  Advertising, 
so  far  as  the  commercial  world  is  concerned, 
is  a  form  of  selling,  and  selling  is  a  transaction 
that  comprehends,  not  only  the  man  who  has 
something  to  sell  and  the  thing  that  he  has  to 
sell,  but  the  people  to  whom  he  hopes  to  sell. 
The  prospective  customer  is  the  most  impor- 
tant factor  in  the  game.  The  goods  or  service 
to  be  advertised  may  be  of  great  value,  but, 
commercially  speaking,  their  value  amounts 
to  nothing  unless  the  prospective  purchaser 
can  be  made  to  see  the  value.  Value  depends 
on  the  state  of  mind  of  the  prospective  pur- 
chaser. The  mission  of  advertising  is  to  de- 
velop states  of  mind. 

Advertismg  will  always  be  a  work  of  end- 
less variety  and  will  never  be  reduced  to  an 

23 


:^ 


WRITING  AN  ADVERTISEMENT 

exact  science,  just  because  of  this  "prospec- 
tive-customer" factor.  Human  nature  is  the 
most  wonderful  thmg  in  the  world.  You,  the 
reader,  are  just  one  human  being,  and  you  do 
not  even  know  yourself  perfectly.  You  cannot 
accurately  forecast  just  what  your  impressions 
and  actions  will  be  under  some  circumstances. 
It  is  true,  however,  that  there  are  certain  men- 
tal processes  that  are  common  to  most  people. 
If  this  were  not  true,  we  could  have  no  science 
of  the  mind,  no  psychology.  Because  human 
minds  are  fundamentally  alike,  we  are  able, 
by  reflecting  how  we  ourselves  observe,  rea- 
son, remember,  and  act,  to  approximate  how 
others  will  observe,  reason,  remember,  and  act. 
Furthermore,  we  have  acquaintances,  among 
whom  there  are  various  types.  Our  intimate 
knowledge  of  these  types  of  people  broadens 
our  knowledge  of  humankind.   But  tempera- 
ment varies  greatly.    Sex,  age,  education,  en- 
vironment, and  other  factors  give  infinite  va- 
riety to  human  nature. 

As  has  already  been  pointed  out,  advertis- 
ing differs  materially  from  face-to-face  selling 

H 


THE  PEOPLE 

in  that  the  advertising  man  has  no  type  of 
customer  actually  before  him  whom  he  can 
study  closely  and  to  whom  he  can  adapt  his 
argument.  He  must  aim  his  argument  at  a 
prospective  customer  whom  he  can  see  only 
in  his  imagination.  Besides  —  and  this  is  an- 
other big  difference  —  he  cannot  address  him- 
self to  one  individual  even  in  imagination. 
Now  and  then  the  class  of  prospective  cus- 
tomers that  the  ad-writer  addresses  will  be 
sharply  defined,  as,  for  example,  in  selling  to 
women,  or  to  boys,  or  to  architects;  but  even 
within  these  sharply  defined  groups,  custom- 
ers differ  greatly  in  temperament,  environ- 
ment, etc.  Consequently,  the  ad-writer's  job 
is  that  of  selling  to  a  group  of  people  and  a 
group  that  he  does  not  see  except  in  imagina- 
tion. 

Probably  there  is  no  such  thing,  strictly 
speaking,  as  the  "average  man"  or  the  "aver- 
age woman,"  but  when  we  use  these  terms  we 
mean  a  type  of  customer  possessing  the  most 
common  traits  in  the  group  of  people  that  we 
are  addressing,  a  composite  customer,  so  to 

25 


WRITING  AN  ADVERTISEMENT 

Bpeak.  Mr.  Edward  Bok,  editor  of  The  Ladled 
Home  Joumaly  says  that  for  many  years  he  had 
edited  his  great  magazine  ynth  a  certain  type 
of  woman  in  mind,  a  composite  type,  and 
that  he  did  not  meet  a  woman  that  seemed  to 
combine  all  the  qualities  of  his  "mental  pro- 
spective customer"  until  a  few  years  ago. 

It  is  very  difficult,  indeed,  for  either  editor 
or  ad-writer  to  get  away  from  his  own  personal 
point  of  view  and  look  at  subjects  as  those 
subjects  are  regarded  by  prospective  custom- 
ers. Probably  more  errors  are  made  in  ad- 
vertising practice  through  conclusions  arrived 
at  from  personal  points  of  view  than  from  any 
other  reason.  A  busy  man  looks  at  a  bulky 
catalogue.  "Huh,"  he  grunts,  "who  would 
read  such  a  thing!  I  know  /  never  would,  and 
I  don't  believe  anybody  does."  Annual  sales 
running  over  fifty  million  dollars  a  year  seem 
pretty  satisfactory  evidence  that  one  mail- 
order concern's  bulky  catalogues  are  read. 
The  trouble  with  Mr.  Busy  Man  in  this  case 
is  that  he  is  looking  at  the  catalogue  from  his 
personal  point  of  view  rather  than  from  the 

a6 


THE  PEOPLE 

point  of  view  of  the  people  for  whom  the  cata- 
logue was  written. 

We  frequently  hear  remarks  to  the  effect 
that  long  letters  will  not  be  read,  that  adver- 
tising matter  sent  under  one-cent  postage  will 
not  be  opened,  that  cheap  printing  will  get  no 
attention,  and  so  on  —  all  of  which  may  be 
true  with  respect  to  one  class  of  people,  but 
altogether  and  absolutely  untrue  with  respect 
to  another  class  of  people. 

Once  in  the  presence  of  my  wife  I  held  up 
a  conventional  annoimcement  of  a  millinery 
opening,  and,  without  any  thought  as  to  the 
point  of  view  of  my  criticism,  began  to  explain 
why  the  advertisement  was  likely  to  be  in- 
effective. I  had  not  gone  far  in  my  criticism 
before  the  wind  was  taken  out  of  my  sails  by 
evidence  that  the  advertisement  had  not  only 
drawn  the  head  of  my  household  but  a  num- 
ber of  her  friends.  I  had  been  neatly  caught 
in  the  simple  error  of  criticizing  from  a  man's 
point  of  view  an  advertisement  that  was  writ- 
ten to  appeal  to  women.  For  the  moment  I 
lost  sight  of  the  great  difference  between  a 

27 


41 


WRITING  AN  ADVERTISEMENT 

man's  method  of  buying  a  hat  and  a  woman's. 
Men  do  not  attend  formal  millinery  openings. 
Women  find  delight  in  them. 

One  of  the  Travelers  Insurance  Company 
advertisements,  showing  a  widow  gazing  at  a 
vision  of  a  train  wreck,  seemed  to  me  to  be 
ideal  as  a  pictorial  advertisement.  But  the  ad- 
vertisement immediately]  impressed  a  woman 
as  being  unnatural,  because  the  figure  sup- 
posed to  be  the  widow  did  not  wear  a  collar  or 
yoke  that  was  appropriate  for  first  mourning 
or  second  moummg. 

This  is  a  good  place  to  record  my  convic- 
tion that,  on  account  of  the  diff'erence  between 
man's  and  woman's  points  of  view  on  so  many 
different  kinds  of  goods,  and  because  so  large 
a  proportion  of  the  necessities  of  life  are  bought 
by  women,  —  some  put  it  as  high  as  eighty 
per  cent, — the  usefulness  of  women  ad-writers 
is  sure  to  be  more  generally  recognized.  Ten 
years  ago  the  woman  ad-writer  was  a  novelty. 
TcKlay  there  arc  scores  of  bright  women  in 
the  business,  llie  larger  stores  arc  employing 
them;  the  advertising  agencies  arc  finding  real 

a8 


THE  PEOPLE 

need  for  them.  What  man  could  have  the 
proper  appreciation  of  fine  silk  petticoats  or 
could  put  such  a  subject  before  the  feminine 
mind  properly  1 

Some  men  can  get  the  women's  point  of 
view,  but  it  takes  effort  to  study  out  things 
that  a  woman  knows  intuitively  and  can  work 
out  in  a  minute.  Styles  and  fabrics  —  she 
began  imbibing  information  about  them  when 
her  hair  hmig  down  in  two  little  plaits,  and  she 
has  been  at  it  ever  since.  These  things  are 
second  nature  to  her.  Her  housekeeping  and 
home-making  interests  began  with  the  little 
toy  house,  the  tin  dishes,  and  her  first  doll. 
The  faculty  of  knowing  the  woman's  point  of 
view  is  bom  in  her.  Where  a  man  might  ad- 
vertise, "We  have  a  handsome  line  of  infants' 
apparel,"  a  woman  could  n't  refrain  from  be- 
coming enthusiastic  over  the  clothing  of  the 
important  little  personages.  She  would,  to 
quote  Mr.  Charles  Shearer,  say  quite  natur- 
ally, "We  have  here  the  daintiest,  cutest 
mites  of  apparel  —  dear  little  duds  that  you 
unconsciously  take   up  tenderly  and  caress 

29 


IP 


WRITING  AN  ADVERTISEMENT 

soothingly,  pat  lovingly  —  just  as  if  that  tiny 
pink-and-white  precious  were  already  snug- 
gling in  the  graceful  folds." 

Here  is  something  from  a  recent  advertise- 
ment of  a  large  dry-goods  store  that  shows  how 
easy  it  is  for  "mere  man"  to  miss  woman's 
point  of  view:  — 

"These  stylish  messaline  petticoats  have 
deep  flounces  and  elastic  tops." 

If  Mr.  Mere  Man  had  possessed  the  faculty 
of  talking  as  woman  to  woman,  he  would  more 
likely  have  said:  — 

"Just  what  the  particular  dresser  has  been 
waiting  for  —  a  petticoat  that  fits  so  snugly 
that  the  gown  or  skirt  lies  perfectly  smooth 
around  the  waist  line.  A  handsome  black  mes- 
saline without  a  bulky  belt  or  string  of  any 
kind,  but  with  a  six-inch  yoke  of  strong  elas- 
tic that  yields  with  every  movement  of  the 
body,  thus  giving  perfect  comfort  with  exclu- 
sive style." 

The  illustration  of  the  difference  between 
the  average  man's  point  of  view  and  the  aver- 
age woman's  has  been  cited  here  just  as  one 

30 


THE  PEOPLE 

example.  It  would  be  easy  to  multiply  these 
examples.  Much  copy  that  is  written  to  ap>- 
peal  to  farmers  goes  wide  of  the  mark  because 
the  writer  does  not  know  farmers.  He  may 
picture  all  of  them  as  "  rubes,"  or  he  may  go  to 
the  other  extreme  and  think  of  them  as  con- 
sisting entirely  of  the  prosperous  type,  all  own- 
ing automobiles,  etc. 

The  only  safe  way  to  learn  people  is  to  study 
the  people  themselves,  their  method  of  living, 
their  methods  of  buying,  their  letters,  etc. 
One  may  go  wrong,  in  addressing  farmers, 
even  with  a  wealth  of  information,  but  he  is 
surely  less  likely  to  go  wrong  than  if  he  starts 
out  with  the  stage,  or  the  humorous-paper, 
picture  of  the  farmer. 

Likewise,  if  one  is  to  sell  an  article  to  den- 
tists, or  to  architects,  or  to  retail  grocers,  he 
must  make  a  study  of  dentists,  architects,  or 
retail  grocers  and  be  sure  that  his  arguments 
will  be  received  favorably  by  at  least  a  good- 
sized  group  of  these  people. 

For  the  reasons  here  given,  it  is  a  poor  plan 
for  an  ad-writer  to  confine  himself  entirely  to 

3» 


flm. 


i 


WRITING  AN  ADVERTISEMENT 

office  work.  To  study  psychology  by  means 
of  textbooks  may  be  well  enough,  but  aroimd 
him,  in  the  busy  world,  is  a  great  laboratory 
into  which  he  can  enter  and  learn  day  by  day. 
The  best  study  of  mankind  is  man,  wrote 
Pope.  Go  out  and  mingle  with  the  people  that 
you  hope  to  interest  and  to  convince.  See 
how  they  live  and  what  attracts  them.  A  suc- 
cessful department-store  man  makes  it  a  rule 
to  spend  some  hours  every  week  on  the  street 
in  front  of  the  windows  of  his  store,  watching 
the  crowds  to  see  what  they  find  in  the  win- 
dows that  is  of  interest  to  them.  He  wanders 
around  the  sales  counters,  listening  to  the  re- 
marks of  customers  about  goods.  He  goes  back 
to  his  work  with  first-hand  impressions  to 
keep  him  away  from  the  quicksand  of  adver- 
tising, that  shoal  of  errors  and  wrecks,  the 
personal  point  of  view. 

It  has  been  argued,  and  with  some  reason, 
that  copy  should  be  written  difi'erently  for 
readers  in  diff'erent  parts  of  even  one  country 
—  that  we  should,  for  example,  advertise  to 
New  England  readers  in  a  diff^erent  tone  or 

3^ 


THE  PEOPLE 


style  from  that  which  we  would  use  for  the 
South  and  West.  It  is  easy,  however,  to  rate 
this  theory  too  highly.  Undoubtedly  some  ad- 
vertisements should  be  shaped  especially  for 
New  England  readers  and  put  in  different  form 

BOYS,  LOOK 

Thu  Mitt  Only  $1 

Your  toun  can't  play  the  game 

y     right  unless  your  catcher  has  a  good 
M      mitt    Here's  a  bargain.    Our  CRACK- 
#      ERJACK  mitt  is  made  on  the  regular  pro« 
#     (essional  model,  only  it  isn't  so  heavy.    Back  is 
I     soft  iflove  leather,  but  ends  of  fingers  are  protected 
I  so  the  fast  ones  can't  hurt.     Front  is  selected  heavy 
^   buckskin,  skilfully  padded  Vrith  good  felt.     Wrist 
%    baa  beel  pad.     This  mitt  b  put  tc«etber  to 
%     fUy ;  it's  doubie-stitched ;  will  outUst  sev. 
1     eral  cheap  mitts:    Worth  $2,  but  to  get 
1       acquainted,  we  offer  it  at  the  low  price 
1      of  #1  postpaid,  satisfaction  guaranteed 
I    Large   illustrated  guide    and  catalog  of 
f  sorting  goods  free      Wriu  tonight.     Say 
£  vbether  you  wish  mitt  for  right  or  left  band.    ^ 

f  X  X  Roach,  68  Veiey  St,  New  York 

for  Western  or  Southern  readers,  but  a  great 
deal  of  copy  will  fit  one  section  of  the  country 
as  well  as  another. 

Try  sometime  the  job  of  writing  an  adver- 
tisement directly  to  a  particular  group  of 
readers,  say,  for  example,  fifteen-year-old 
boys.  The  copy  above,  describing  a  baseball 

23 


WRITING  AN  ADVERTISEMENT 

mitt,  is  a  good  example  of  an  attractive  appeal 
to  boys.  Such  copy  is  not  as  easy  to  write  as 
it  may  appear  at  first  glance. 

"A  keen  student  of  people,"  or  "a  good 
judge  of  human  nature,"  is  often  put  down  as 
the  secret  of  a  merchant's  success.  The  same 
idea  applies  to  the  writer  of  advertising  copy. 


THE  CONDITIONS 

One's  knowledge  of  the  article  or  service  to 
be  sold  may  be  excellent,  and  he  may  be  a  keen 
student  of  people,  and  yet  he  may  blunder 

in  advertising  if  he  goes  ahead  with  a  poor 
knowledge  of  the  conditions  in  the  market  in 

which  he  proposes  to  sell. 

Is  there  really  a  market  for  the  article.? 

If  there  is  already  strong  competition  in  the 
field,  may  it  be  overcome  or  can  sufficient 

•while  f 

Are  there  enough  prospective  purchasers, 
able  to  pay  the  price  asked  by  the  advertiser, 
to  make  a  permanent  business  possible? 

Is  the  article  on  sale  in  retail  stores?  Is  it 
advisable  to  seH  it  that  way?  If  it  is  not  on 
sale  in  retail  stores,  how  can  it  be  placed  on 
sale  there,  and  must  this  not  be  looked  after 
before  the  advertising  appears,  so  that  the 

35 


WRITING  AN  ADVERTISEMENT 

reader  may  be  told  where  he  can  see  the 
goods? 

Must  an  exclusive  agent  or  sales  represen- 
tative be  introduced  into  the  plan  ? 

Can  the  article  be  sold  direct  to  the  con- 
sumer? If  so,  what  is  the  easiest  way  to  make 
the  sale  to  him? 

Is  it  possible  to  make  the  periodical  adver- 
tisements bring  orders,  or  must  the  first  object 
be  merely  to  draw  an  inquiry  and  a  catalogue 
or  other  circular  be  used  to  turn  the  inquiry 
into  an  order? 

What  action  can  I  reasonably  expect  of  the 
prospective  customer? 

These  and  other  such  questions  should  be 
answered. 

Surprising  as  it  may  seem,  many  costly  ad- 
vertisements have  been  written  and  published 
when  no  facilities  had  been  provided  by  which 
the  customer  could  purchase.  A  large  con- 
cern selling  by  mail  an  article  that  was  priced 
for  $50,  some  years  ago  inserted  pages  of  ad- 
vertising that  cost  from  $500  to  ^2000  each, 
before  it  had  a  booklet  or  a  catalogue  describ- 

36 


THE  CONDITIONS 

ing  the  article.  The  concern  fondly  imagined 
that  a  plain  typewritten  sheet  of  description 
would  bring  an  order.  The  magazine  adver- 
tisements were  written  well  enough.  They 
developed  interest  and  produced  inquiries, 
but  the  campaign  was  futile  because  the  ad- 
vertiser did  not  recognize  the  conditions  and 
review  them  carefully  before  writing  and  pub- 
lishing the  advertising. 

If  you  write  an  advertisement  about  flour 
or  soap,  you  can  hardly  expect  the  reader  to 
lay  down  the  paper  and  make  a  bee-line  for  the 
nearest  grocery  store  in  order  to  buy  and  try 
the  article  you  have  advertised.  Understand- 
ing the  conditions  under  which  such  goods  are 
usually  bought,  you  will  know  that  the  most 
you  can  expect  is  a  trial  purchase  of  your  arti- 
cle the  next  time  the  reader  is  in  the  market 
for  flour  or  soap.  You  can  count  yourself  lucky 
if  any  large  proportion  of  the  readers  of  a  pub- 
lication are  impressed  to  that  extent. 

On  the  other  hand,  the  writer  of  an  adver- 
tisement about  a  gun  or  an  automobile  may 
reasonably  expect  to  make  such  an  impression 

37 


h   w. 


WRITING  AN  ADVERTISEMENT 

that  many  readers  will  at  once  ask  for  a  cata- 
logue or  write  for  information  as  to  the  name 
of  the  nearest  dealer  or  sales  agent.  At  the 
same  time,  it  should  not  be  overlooked  that, 
even  in  such  cases  as  these,  a  considerable 
advertising  value  is  created  among  those  who 
are  not  sufficiently  impressed  to  send  the  ad- 
vertiser an  inquiry. 

prospective  purchaser  before  ne  will  buy  or 
commit  himself  to  buy.  All  such  conditions 

must   be   recognized   before   the   advertising 

appeal  can  be  intelligently  written. 

It  is  said  that  an  American  advertiser  has 
advertised  in  Chile,  using  a  picture  of  Santa 
Claus  going  down  an  ice-encrusted  chimney, 
when  the  weather  in  Chile  at  the  Christmas 
season  corresponds  to  the  sumamer  in  the 
United  States  and  when  —  still  worse  —  the 
Chileans  do  not  recognize  Santa  Claus!  An 
advertisement  intended  to  appeal  to  civil  en- 
gineers was  made  ridiculous  because  the  fig- 
ure In  the  illustration  holding  the  rod  was  in  a 
position  that  no  rodman  would  take.  An  ad- 

38 


THE  CONDITIONS 

vertlsing  campaign  in  a  section  of  country 
where  housekeepers  put  up  an  unusual  amount 
of  canned  goods,  pickles,  preserves,  etc.,  failed 
to  bring  proper  returns,  for  the  obvious  rea- 
son that  the  market  for  the  advertised  goods 
in  that  community  was  small.  A  paint  manu- 
facturer found  that  he  lost  considerable  of  the 
effect  of  his  advertising  because  much  of  it 
appeared  in  certain  sections  of  the  country 

betiiM  tfle  pmtmg  §6&§6h  6r  id6  ht  ahead 

of  it. 

All  of  these  examples  are  just  instances  of 
where  advertising  failed  to  exercise  its  full 
force,  could  not  exercise  its  full  force,  just  be- 
cause those  who  prepared  and  published  the 
advertising  did  not  understand  the  conditions 
thoroughly.  Constructed  so  as  to  sway  people 
to  move  easily  and  naturally  in  the  direction 
that  they  are  most  inclined  to  go,  advertising 
can  accomplish  wonders.  But  to  expect  it  to 
overcome  hard  conditions  may  be  to  court 
disappomtment.  Advertising  has  broken  peo- 
ple of  certam  habits  and  even  induced  new 
ones,  but  success  is  much  more  likely  to  come 

39 


WRITING  AN  ADVERTISEMENT 

if  the  advertising  is  so  arranged  that  people 
may  conveniently  do  what  the  advertiser  asks. 

"Come  to  my  store  to-morrow  morning  and 
get  a  dozen  at  fifty  cents,"  may  fail  to  bring 
the  reader,  because  it  may  not  be  convenient 
for  the  reader  to  come.  "Call  me  on  the  tele- 
phone and  tell  me  to  send  you  a  dozen  at  fifty 
cents,"  may  tempt  the  reader  to  act  favorably 
at  once. 

To  get  full  efficiency  from  our  advertise- 
ments, we  must  cap  our  knowledge  of  the  art- 
icle and  of  the  people  to  whom  we  hope  to  sell 
it  with  a  good  knowledge  of  the  conditions  in 
the  market  we  wish  to  enter. 


VI 


THE  ADVERTISEMENT  ITSELF 

Assuming  that  we  have  primed  ourselves 
with  a  good  knowledge  of  the  commodity,  that 
we  have  a  true  vision  of  the  group  of  people 
that  ought  to  buy  the  article  or  service,  and 
that  the  conditions  are  such  that  we  can  go 
ahead  with  our  advertising,  we  are  ready  to 
lay  the  foundations  of  the  advertisement  it- 
self. Much  indeed  has  been  done  when  we 
have  arrived  at  this  state. 

What  shall  the  advertisement  he? 

It  may  be  well  at  this  point  to  define  what 
the  word  "advertisement"  stands  for.  It  com- 
prehends the  illustration  of  the  advertisement 
if  one  is  to  be  used.  It  also  comprehends  the 
typographical  display.  But  there  is  not  space 
in  a  book  of  this  size  to  consider  all  these  vari- 
ous phases  of  an  advertisement.  A  thorough 
discussion  of  such  a  subject  as  advertise- 
ment illustration  would  alone  fill  a  good-sized 

41 


WRITING  AN  ADVERTISEMENT 

book.  The  object  here  is  to  deal  merely  with 
the  writing,  the  literary  form,  of  advertis- 
ing. 

Now,  as  has  already  been  pointed  out,  an 
advertisement  may  consist  merely  of  an  at- 
tractive or  suggestive  name,  or  a  slogan  such 
as  "Don't  envy  a  good  complexion;  use  Pom- 
peian  and  have  one."   It  may  be  a  four-line 
classified  advertisement  under  Help  Wanted 
or  For  Rent,  a  kind  of  advertisement  that  is 
actually  looked  for  by  a  large  number  of  readers. 
It  may  be  a  few  words  on  a  sign  or  forty  or  fifty 
words  on  a  street-car  card.  It  may  be  a  four- 
inch  single  column  newspaper  advertisement 
of  ^lOO-bonds  that  must  be  worded  so  care- 
fully and  set  up  so  impressively  by  the  printer 
that  it  will  force  itself  into  the  attention  of 
hundreds  of  readers.  Or  it  may  be  a  full-page 
dry-goods  store  advertisement.  Our  copy  may 
deal  with  a  subject  so  commonplace  that  we 
can  hope  to  get  attention  only  for  a  few  words 
boldly  displayed,  or  the  subject  may  be  of 
such  inherent  interest  that,  with  a  single  at- 
tention-attracting feature,  we  can  command 

42 


THE  ADVERTISEMENT  ITSELF 

favorable  attention  for  a  thousand  or  more 
words  set  In  small  type. 

The  very  fact  that  the  word  "advertise- 
ment" covers  so  much  makes  it  difficult  to  lay 
down  rules. 

However,  for  the  sake  of  simplicity,  we  will 
disregard  those  advertisements  that  a  reader 
naturally  looks  for,  such  as  Help  Wanted,  For 
Rent,  and  others  of  this  class.  Most  adver- 
tisements should  be  written  on  the  assump- 
tion that  they  must  be  forced  mto  attention; 
that  the  reader  bought  the  magazine  or  the 
newspaper  for  the  sake  of  what  appears  in  the 
so-called  news  columns  or  reading  pages  and 
will  give  his  volimtary  attention  to  that;  and 
that  we  have  the  task  of  drawing  him  away  and 
making  it  to  his  Interests  to  read  our  message. 

Manifestly,  then,  the  ad-writer  has  the  same 
job  before  him  that  the  story-writer  or  the 
writer  of  a  news  article  has — to  produce  some- 
thing that  conmiands  the  attention  of  the 
reader  and  commands  it  in  such  a  way  that 
the  reader  will  have  his  interest  developed 
rather  than  decreased. 

43 


WRITING  AN  ADVERTISEMENT 

The  George  Batten  Company,  a  New  York 
advertising  agency,  has  summed  up  the  pur- 
poses of  an  advertisement  admirably.  Accord- 
ing to  the  Batten  definition,  an  advertisement 
has  these  purposes :  — 

To  be  seen; 

To  be  read; 

To  be  believed. 
And  it  is  added  that  the  most  important  thing 
about  the  advertisement  is  that  it  should  be 
believed.  I  would  add  "to  be  remembered," 
as  a  fourth  important  purpose.  This  simple 
definition  really  sums  up  an  entire  advertising 
course.  There  is  no  need  for  other  rules  as  to 
how  an  advertisement  should  begin,  how  it 
should  be  developed,  and  how  it  should  end. 
Begin  it  in  such  a  way  that  it  will  be  seen, 
will  appear  attractive  to  the  eye  of  the  reader 
and  secure  a  reading.  Construct  the  message 
so  that  it  will  be  believed  and  remembered. 
This  done  with  a  high  degree  of  efficiency  is 
a  task  worthy  of  a  master  hand. 

The  fimctions  of  an  advertisement  have 
been  often  stated  in  a  way  that  is  somewhat 

44 


Saks 
Skeleton 
Clothes 


^They  are  just  ligaments 
of  cloth  held  together  by 
thread  and  fused  through 
with  Style. 


f  And  you  can  see  Saks 
workmanship  exposed  at 
erery  seam  and  thriving 
on  exposure! 


QEven  the  waistcoat,  in 
many  of  our  models,  is 
absolutely  denuded  of 
every  stitch  of  lining. 


flAnd  the  fabrics  them- 
selves, being  selected  for 
their  lightness  of  texture, 
add  to  the  desirability  of 
these  wonderful  clothes 
by  virtue  of  what  they 
subtract. 


fl  Candidly,  Saks  suits  this 
Summer  are  the  lightest 
creations  ever  turned  out 
from  the  tailor's  bench 
producing  Comfort  by 
what  they  omit  and  Style 
by  what  they  include. 


Men's  Suits  $17.50  to  $45 


Broadway  at  34th  Street 


The  "  skeleton  "  idea  made  this 
stand  out  strongly  amongcloth- 
ing  advertisements.  It  sold  a 
Saks  suit  to  the  author  of  this 
book 


The  new  pack 

of  deep  sea 

mackerel 

are  surely  fine 

There  are  two  divisions 
in  the  Mackerel  tribe.  One 
is  the  shore  fish — such  as 
those  that  are  in  onr  Fam- 
ily Kit.  The  other  are  the 
deepseaNorway  Mackerel. 

Somehow,  the  cold 
depths  of  northern  waters 
give  to  the  mackerel  a 
firmness  and  plumpness 
of  flesh,  together  with  a 
tenderness  that  make  them 
mighty  appetizing.  There 
is  perhaps  no  breakfast 
that  appeals  more  keenly 
to  a  hungry  man  on  a  crisp 
October  morning.  These 
are  choicely  selected  fish. 
Freshen  out  well,  broil  and 
cover  with  melted  butter. 

Number  4  PaU  11.25 
Number  3  PaU  11.50 
Number  2  PaU  t2.00 
Number  1  PaU  12.50 

Our  Family  Kit  is  composed  of 
shore  mackerel  —  delicious  little 
fish,  running  perhaps  13  to  15  lo 
the  kit. 

$1  the  kit 

Fish  foods  of 
high  merit 

Tuna,  big  chunky  meat  like  the 
white  meat  of  chicken,  the  finest 
of  all  fish  for  salads,  25c  a  tin; 
92.85  a  dosen. 

Herring  Roe,  18c  a  tin:  $2  dom. 

Codfish  Sfarede,  enowgh  for  ftxi* 
people  in  each  pkg.,  10c  a  pkg. 

Maoonochie  Kippered  Herring, 
15c  a  tin;  $1.75  a  dos. 

Morel's  Boneless  Sardines,  25o 
a  box;  $2.85  a  dox. 

Shad  Roe,  25c  a  tin. 

Thos.  Martindale  &  Co. 
10th  &  Market 

EsUblished  in  1869 

Bell  Phones  — Filbert  2870,  Filbert  2871 

Keystone  —  Race  590,  Race  591 

An  appetizing  food  adver- 
tisement 

This  and  the  Saks  example 
appeared  originally  as  single- 
column  newspaper  advertise- 
ments 


THE  ADVERTISEMENT  ITSELF 

different  from  the  Batten  analysis.  The  fol- 
lowing are  the  "steps"  most  frequently  out- 
lined for  an  advertisement:  — 

To  attract  favorable  attention; 

To  develop  interest; 

To  create  confidence; 

To  convince; 

To  induce  action. 
This  is  merely  a  more  elaborate  way  of  stating 
the  ideas  that  are  concisely  expressed  in  the 
Batten  formula.  Observe  that "  attention"  is 
qualified  by  "  favorable."  It  is  comparatively 
easy  to  attract  attention  if  one  be  satisfied 
with  any  sort  of  attention,  but  it  accom- 
plishes nothing  to  attract  attention  if  the  ad- 
vertiser is  regarded  with  derision  or  suspicion, 
as  he  is  likely  to  be  when  he  adopts  freakish 
or  sensational  schemes. 

Not  every  advertisement,  however,  will  in- 
corporate all  of  the  five  steps.  Many  ad- 
vertisements do  not  and  cannot  induce  any 
immediate  action.  Many  do  not  really  con- 
vince of  anything,  but  merely  catch  attention 
and  impress   the  reader  with  the  name  or 

45 


WRITING  AN  ADVERTISEMENT 

identity  of  a  certain  article  and  stop  with  that. 
It  would  not  be  judicious  to  try  to  make  every 
advertisement  perform  all  of  the  five  steps. 
Some  advertisements  present  such  a  brief  mes- 
sage, and  flash  it  so  quickly  on  the  reader,  that 
all  the  various  steps  that  enter  into  the  ad- 
vertisement are  merged  into  one.  Sometimes 
an  advertisement  is  merely  an  appeal  to  curi- 
osity, as  in  the  case  of  the  following:  — 

What  is  JOHN  MARTIN'S  BOOK 

FOR  CHILDREN  ?  WHte  to  5  Wert  Seth  St.,  N.  Y. 

Here  the  advertiser,  realizing  that  it  would 
take  considerable  space  to  describe  his  book, 
is  endeavoring,  by  merely  making  it  clear  that 
he  has  something  special  for  children,  to  draw 
inquiries  with  a  very  small  advertisement  and 
then  give  the  full  information  to  interested 
persons.  It  is  not  always  possible  to  do  this, 
and  yet  the  advertisement  here  reproduced 
seems  to  have  a  fair  chance  for  success. 

An  advertisement  may  be  a  complete  ex- 
position of  the  merits  of  an  article,  as,  for  in- 
stance, when  a  house  or  a  business  is  to  be  sold. 

Or  it  may  be  just  a  point  or  a  few  points  about 

46 


THE  ADVERTISEMENT  ITSELF 

an  article.  The  article  may  be  such  that  the 
public  would  not  care  to  read  a  long  treatise 
about  it.  It  would  be  difficult,  for  example, 
to  get  very  long  advertisements  about  shaving- 
soap  read  imless  the  soap  possessed  remarkable 
features  that  were  described  in  an  imusually 
interesting  manner.  Most  goods  of  this  class 
are  advertised  in  series  of  advertisements, 
each  one  of  which  presents  a  point  or  a  point 
or  two  about  the  product.  Yet  the  busy  man, 
who  probably  would  not  read  more  than  fifty 
or  a  hundred  words  about  a  shaving-soap, 
might  read  five  hundred  about  a  motor-boat. 
So  once  more  we  fall  back  on  the  principle 
that  the  amoimt  of  information  to  be  given 
in  a  single  advertisement  depends  on  what  the 
article  is  and  the  class  of  people  to  whom  it  is 
advertised. 

It  would  be  easy  to  say  that  men  would  not 
read  much  matter  about  a  cigar,  but  Mr.  Her- 
bert Shivers,  a  mail-order  advertiser  of  Phila- 
delphia, has  succeeded  in  getting  long  and 
closely  set  cigar  advertisements  both  read 
and  believed.  So  something  depends  on  the 

47 


I 


I! 


WRITING  AN  ADVERTISEMENT 

treatment  as  well  as  on  the  character  of  the 

article. 

This  is  to  be  considered:  the  sale  of  many 
products  cannot  possibly  be  closed  by  an  ad- 
vertisement. The  most  that  an  advertisement 
can  do  in  cases  of  this  sort  is  to  attract  the 
reader,  interest  him,  and  induce  him  either 
to  write  for  further  information  or  to  go  to  a 
retail  store  or  a  local  sales  agent  to  see  the 
advertised  article.  In  a  case  of  this  kind  it 
would  be  folly  to  use  costly  space  in  a  vain 
effort  to  complete  the  sale  with  the  periodical 
advertisement  alone. 

In  deciding  about  the  amount  of  informa- 
tion to  be  given,  it  is  well  to  remember  that  the 
reader  of  an  advertisement  Is  not  impelled  by 
courtesy  to  read  one  second  longer  than  the  ad- 
vertisement merits  attention.  The  prospective 
purchaser  in  a  store  may  listen  patiently  to  a 
tiresome  conversation  by  the  salesman,  but  the 
author  of  salesmanship  in  print  has  no  such 
advantage;  he  must  deserve  attention  in  order 
to  get  it,  and  must  maintain  the  attention  until 
his  appeal  has  made  the  desired  impression. 

48 


THE  ADVERTISEMENT  ITSELF 

As  has  been  suggested,  it  is  often  advisable 
to  present  the  argument  in  favor  of  a  product 
in  a  series  of  advertisements  that  tell  the  full 
story,  rather  than  risk  boring  the  reader  by 
giving  all  the  details  in  one  advertisement. 
Procter  and  Gamble,  the  owners  of  Ivory 
Soap,  have  used  a  fine  newspaper  series,  each 
advertisement  dealing  with  just  one  special 
use  of  Ivory  Soap.  In  such  cases  it  may  be 
well  to  carry  some  striking  display  or  central 
idea  in  all  the  advertisements  of  the  series,  so 
that  a  connection  will  be  established.  If  the 
advertiser  has  a  slogan,  perhaps  that  may  be 
used  as  the  connecting  link.  In  some  instances 
the  different  steps  in  producing  the  advertised 
article  have  been  used  as  subjects  of  series 
advertisements. 


VII 

SIGN-POSTS  OF  ADVERTISEMENTS 

It  is  astonishing  that  so  little  has  been 
written  about  the  "sign-posts  of  advertise- 
ments" —  the  headlines  or  principal  displays. 
A  great  amount  of  attention  is  paid  to  head- 
line writing  in  newspaper  work;  and  story- 
writers  give  the  greatest  consideration  to  the 
titles  of  their  stories  —  seeking  a  combination 
of  words  that  will  awaken  interest.  The  head- 
line is  certainly  of  as  great  importance  to  an 
advertisement  as  it  is  to  a  news-story  or  a  bit 
of  fiction. 

It  is  possible  to  have  an  attractive  adver- 
tisement without  a  headline.  When  the  no- 
headline  form  is  adopted,  however,  the  open- 
ing of  the  advertisement  is  usually  set  in  a 
large,  clear  type  that  practically  takes  the 
place  of  a  headline.  Occasionally  the  ad-writer 
will  depend  entirely  on  an  apt  illustration  to 
catch  the  reader's  attention.  But  in  most  ad- 

50 


i 


SIGN-POSTS  OF  ADVERTISEMENTS 


vertisements  the  headline  plays  an  indispens- 
able part  in  the  exceedingly  important  matter 
of  securing  the  reader's  attention. 

The  headline  is  the  attention-catcher,  the 
index  by  which  the  eye  of  the  reader  is  caught 
and  brought  to  what  the  advertiser  has  to 
say.  Students  of  advertismg  are  often  urged  to 
study  newspaper  headlines  as  examples  of  ad- 
vertisement-headlines, but  there  is  a  difference 
that  it  is  important  to  recognize.  The  news- 
paper serves  many  different  classes  of  people, 
and  its  publishers  do  not  imagine  that  every 
article  they  publish  will  be  interesting  to  every 
reader.  They  aim  to  publish  a  little  that  will 
attract  each  class  of  their  readers  —  politics 
for  those  interested  in  politics,  sports  for  those 
interested  in  that  department,  etc.  Conse- 
quently, the  newspaper  headline  clearly  indi- 
cates what  follows.  If  a  reader  is  not  interested 
in  a  certain  subject,  the  newspaper  editor  ex- 
pects that  reader's  attention  to  move  on  to 
something  else. 

The  advertiser,  on  the  other  hand,  wants  to 
draw  the  attention  of  people  to  his  announce- 

51 


Pi 


J 


t 


M 


WRITING  AN  ADVERTISEMENT 

ment,  whether  they  were  originally  interested 

or  not.  While  he  is  running  a  grave  risk  if  he 
uses  deceptive  headlines  (it  is  generally  con- 
ceded tHat  all  advertising  that  deceives,  tricks, 
or  p>ro"V"olces  the  reader  Has  no  sales  force  when 
the  reader  becomes  aAvare  of  the  deception.), 
he  must  so  phrase  his  headline  that  the  reader 
"will  be  impelled  to  give  attention.  For  in- 
stance, the  headline  "  The  Man  Who  Knows" 
has   much  more  pulling  power  than   "New 

Encyclopedia  for  Sale  on  Easy  Terms,"  though 
the  reader  does  not  instantly  see  that  a  set  of 
books  is  being  advertised. 

The  incompetent  advertiser  shows  his  in- 
competence by  selecting  headlines  that  pos- 
sess little  or  no  interest  value  —  "Notice," 

*' Your  Attention  is  Invited,"  etc.   Here,  again, 

p)oint  of  view  must  be  considered.    Don't  use 

a  headline  just  because  it  suits  your  particular 

fancy.  Ask  yourself  how  it  will  appeal  to  the 
people  you  are  trying  to  reach. 

Good  headlines  may  be  coined  for  even  the 
most  ordinary  products.  Take,  for  example, 
this  headline  from  a  lumber  advertisement:  — 

5^ 


SIGN-POSTS  OF  ADVERTISEMENTS 

40,000  Feet  of  Hemlock  Boards 

at  $18  a  Thousand 

TKis  is  p>erl:inent:  and.  "woixld.  no  doubt  get  th.e 
attention,  of  any  on.e  who  covLld  mak-e  good  ixse 
of  svicli  boards. 

One  of  tHe  finest  headlines  I  ever  saw  -was 
on  an  insurance  advertisement  —  "Don't 
Force  Your  Widow  to  Marry  Again."  It  shot 
an  arrow  straight  to  the  mind  of  every  married 

man  who  had  not  sufficiently  protected  his 

family  with  insurance.  The  choice  of  words  is 

admirable.  Think  of  the  meaning  behind  the 

word  "force." 

"One  Tenth  of  a  Cent  Will  Buy  Prestige'' 

IS  the  headline  of  an  advertisement  of  supe- 
rior bond  letterhead  stock.     It  would  be  diffi- 

cult  i6  assemble  eigkt  words  tkat  would  more 
impressively  bring  out  the  point  of  how  little 

it  sometimes  costs  to  go  from  the  ordinary  to 

the  distinctive.  Even  such  a  staid  business  as 

a  financial  or  brokerage  house  may  have  a 
headline  or  slogan  full  of  interest  value.  A 
New  York  brokerage  house  advertises  itself 

S3 


1^ 


WRITING  AN  ADVERTISEMENT. 

freely  as  "Odd-Lot  Specialists"  and  appar- 
ently finds  that  excellent  advertising. 

Students  of  advertising  have  frequently 
asked  that  certain  classes  of  headlines  be  de- 
fined and  certain  rules  laid  down.  It  seems  to 
me  that  classifications  would  be  confusing, 
because  almost  every  day  a  first-class  adver- 
tisement headline  pops  up  that  is  in  a  class  by 
itself.  The  only  test  worth  while  is,  Will  this 
combination  of  words  surely  draw  the  favor- 
able attention  of  a  good  group  of  readers  to 
the  remainder  of  the  advertiser's  message? 
If  the  headline  will  do  this,  then  it  is  a  good 
headline,  no  matter  what  its  form  is. 

Some  ad-writers  prefer  the  forceful  form 
of  heading  known  as  the  "direct-command." 
"Shop  in  New  York,"  "Save  the  Agent's 
Commission  on  Your  Insurance,"  "Protect 
Your  House  from  Fire,"  are  examples  of  di- 
rect-command headings. 

The  question-form  of  heading  is  a  favorite 
one  also.  Examples:  "Do  you  Want  to  Go  to 
California?"  "Is  Your  Home  Protected?" 
The  question  is  a  form  of  expression  that  goes 

54 


Write  Youp  Sermons 


in  Shorihahd 


I 


n  ^\'^ 


I 


t 


^^ 


^'\^'-\r- 


How  easily  and  quickly  shorthand  is  written.  Only  eight  or  ten  seconds  required 
to  write  the  above,  which  in  plain  print  is  "And  Joseph  also  went  up  from  Galilee 
out  of  the  city  of  Nazareth  unto  the  city  of  David,  which  is  called  Bethlehem." 

Why  You  Should  Take  Our  Special  Correspondence 
Course  In  Shorthand  for  Ministers 

1.  To  Save  Time  and  Labor.  One  of  the  hardest  parts  of  a  preacher's  work  is  the 
writing  out  of  his  two  sermons  each  week.  After  days  of  study  and  meditation  upon  his 
chosen  theme  comes  the  drudgery  of  giving  it  verbal  form  and  writing  it  on  paper.  Many  a 
preacher  seeks  his  bed  at  midnight  on  Saturday  after  tedious  hours  of  writing.  His  vitality 
is  not  as  it  should  be,  at  flood  tide  for  his  Sabbath  day's  work.  By  our  method  he  can  write 
his  sermons  in  less  than  one-fifth  the  time,  indeed,  as  auickly  almost  as  he  can  think,  and  with 
scarcely  any  resultant  weariness  ;  and  they  will  be  perfectly  legible. 

2.  To  Gather  Material.  In  a  shorthand  vest  pocket  note-book  the  busy  preacher  may  carry 
a  working  reference  library  of  useful  thoughts,  extracts,  apt  quotations,  illustrations,  suggestions, 
headings,outlines,references,  etc.,  to  which  he  can  add  daily,  on  the  instant,  as  the  spirit  moves. 

3.  To  Save  Space  and  Bulk.  The  preacher  who  uses  the  manuscript  of  his  sermon  in 
his  pulpit  little  knows,  oftentimes,  how  the  continual  turning  of  the  leaves,  be  it  ever  so  skilfully 
done,  wearies  a  portion  of  his  congregation  and  causes  them  to  long  for  the  last  leaf.  A  sermon 
may  be  written  in  shorthand  on  very  lew  sheets  of  paper.  A  comprehensive  outline  may  be 
written  on  a  single  sheet  or  card.  A  sermon  thus  written  will  occupy  much  less  space  in  the 
desk.  A  year's  sermons  may  be  placed  in  one  small  box.  The  saving  of  paper  alone,  becomes 
an  item.    Prayer-meeting  talks  can  be  written  on  a  small  card  to  be  held  in  a  hand  Bible. 

4.  To  Aid  Fluent,  Vigorous  Composition.  The  ntarked  difference  between  extem- 
poraneous preaching  and  reading  a  written  sermon  is  caused  in  large  measure  by  the  slow 
process  of  writing  out  the  discourse.  The  mind  flashes  ahead  faster  than  the  hand  can  follow. 
By  the  time  the  words  come  from  the  pen  they  have  lost  something  of  the  fire  and  fluency  of 
the  mind's  first  conception.  A  sermon  written  by  our  rapid  shorthand  method  approaches  more 
nearly  to  the  extemporaneous  utterance,  and  thus  carries  greater  power  and  conviction. 

Every  minister  would  learn  shorthand  if  he    ^^■■■■■■■^■^■■■■^■I^HH 


realizecl  the  immense  value  of  the  accomplish- 
ment and  the  ease  with  which  it  may  be  ac- 
quired. Read  the  enthusiastic  testimonials  of 
ministers  in  our  catalogue. 

WE  TEACH  ONLY  BY  MAIL. 

Instruction  is  based  on  experience  in  pro- 
fessional shorthand  work.  For  more  than  two 
years  we  did  a  large  amount  of  shorthand 
reporting  for  the  Law  Department  of  the  City 
of  New  York.  Highly  endorsed  by  leading 
shorthand  experts.  Three  vears' experience  in 
teaching  by  mail.  Successful  pupils  in  our  own 
city  and  in  every  part  of  the  country.  Send  the 
Inquiry  Coupon  opposite,  and  secure  full  partic- 
ulars concerning  our  methods  of  correspondence 
teaching  and  our  special  short  course  tor  minis- 
ters. Costs  nothing  to  try  a  lesson.  Send  to-day. 

MANHAHAN  REPORTING  CO. 


Jan. 

SEKD  THIS  INQUIRY  COUPON. 

Manhattan  Reporting  Co., 

450  Nassau  Street,  New  York. 

Gentlemen :  —  Please  mail  me  a  catalogtie, 
giving  full  particulars  of  your  Special 
Correspondence  Course  in  Shorthand  for 
Ministers  as  advertised  in  Current  Anec- 
dotes. I  would  be  pleased  to  receive  a  free 
Trial  Lesson  in  shorthand* 


Name. 
Address 


(Tnct  Sacialy  BuiMiat) 

150  NASSAU  STREET 


NEW  YORK 


Magazine  advertisement  of  unusual  pulling  power 
Reduced  from  55X8  inches 


li 


■ 


\\ 


*! 


INTENTIONAL  SECOND  EXPOSURE 


WRITING  AN  ADVERTISEMENT. 

freely  as  "Odd-Lot  Specialists"  and  appar- 
ently finds  that  excellent  advertising. 

Students  of   advertising  have  frequently 

asked  thai  certain  classes  ol  licadlines  be  dc« 

fined  and  certain  rules  laid  down.  It  seems  to 
me  that  classifications  would  be  confusing, 
because  almost  every  day  a  first-class  adver- 
tisement headline  pops  up  that  is  in  a  class  by 
itself.  The  only  test  worth  while  is,  Will  this 
combination  of  words  surely  draw  the  favor- 
able attention  of  a  good  group  of  readers  to 
the  remainder  of  the  advertiser's  message? 
If  the  headline  will  do  this,  then  it  is  a  good 
headline,  no  matter  what  Its  form  is. 

Some  ad-writers  prefer  the  forceful  form 
of  heading  known  as  the  "direct-command." 
"Shop  in  New  York,"  "Save  the  Agent's 
Conunission  on  Your  Insurance,"  "Protect 
Your  House  from  Fire,"  are  examples  of  di- 
rect-conmiand  headings. 

The  question-form  of  heading  is  a  favorite 
one  also.  Examples:  "Do  you  Want  to  Go  to 
California.?"  "Is  Your  Home  Protected?" 
The  question  is  a  form  of  expression  that  goes 

54 


Write  Youp  Sermons 


V 


tai  Shorthand 

How  easily  and  quickly  shorthand  is  written.  Only  eight  or  ten  seconds  required 
to  write  the  above,  which  in  plain  print  is  "And  Joseph  also  went  up  from  Galilee 
out  of  the  city  of  Nazareth  unto  the  city  of  David,  which  is  called  Bethlehem." 

Why  You  Should  Take  Our  Special  Correspondence 
Course  In  Shorthand  for  Ministers 

1.  To  Save  Time  and  LAbor.  One  of  the  hardest  parts  of  a  preacher's  work  is  the 
writing  out  of  his  two  sermons  each  week.  After  days  of  study  and  meditation  upon  his 
chosen  theme  comes  the  drudgery  of  giving  it  verbal  form  and  writing  it  on  paper.  Many  a 
preacher  seeks  his  bed  at  midnight  on  Saturday  after  tedious  hours  of  writing.  His  vitality 
IS  not  as  it  should  be,  at  flood  tide  for  his  Sabbath  day's  work.  By  our  method  he  can  write 
his  sermons  in  less  than  one-tifth  the  time,  indeed,  as  quickly  almost  as  he  can  think,  and  with 
scarcely  any  resultant  weariness ;  and  they  will  be  perfectly  legible. 

2.  To  Gather  Material.  In  a  shorthand  vest  pocket  note-book  the  busy  preacher  may  carry 
a  working  reference  library  of  useful  thoughts,  extracts,  apt  quotations,  illustrations,  suggestions, 
headings,outUnes,  references,  etc.,  to  which  he  can  adddaily,  on  the  instant,  as  the  spirit  moves. 

3.  To  Save  Space  and  Bulk.  The  preacher  who  uses  the  manuscript  of  his  sermon  in 
his  pulpit  little  knows,  oftentimes,  how  the  continual  turning  of  the  leaves,  be  it  ever  so  skilfully 
done,  wearies  a  portion  of  his  congregation  and  causes  them  to  long  for  the  last  leaf.  A  sermon 
may  be  written  in  shorthand  on  very  few  sheets  of  paper.  A  comprehensive  outline  may  be 
written  on  a  single  sheet  or  card.  A  sermon  thus  written  will  occupy  much  less  space  in  the 
desk.  A  year's  sermons  may  be  placed  in  one  small  box.  The  saving  of  paper  alone- becomes 
an  item.    Prayer-meeting  talks  can  be  written  on  a  small  card  to  be  held  in  a  hand  Bible. 

4.  To  Aid  Fluent,  Vigorous  Composition.  The  marked  difference  between  extem- 
poraneous preaching  and  reading  a  written  sermon  is  caused  in  large  measure  by  the  slow 
process  of  writing  out  the  discourse.  The  mind  flashes  ahead  faster  than  the  hand  can  follow. 
By  the  time  the  words  come  from  the  pen  they  have  lost  something  of  the  fire  and  fluency  of 
the  mind's  first  conception.  A  sermon  written  by  our  rapid  shorthand  method  approaches  more 
nearly  to  the  extemporaneous  utterance,  and  thus  carries  greater  power  and  conviction. 

Every  minister  would  learn  shorthand  if  he    ^H^HI^^^^HHi^HBI^^Hii^HBI 


realized  the  immense  value  of  the  accomplish- 
ment and  the  ease  with  which  it  may  be  ac- 
quired. Kead  the  enthusiastic  testimonials  of 
ministers  in  our  catalogue. 

WE  TEACH  ONLY  BY  MAIL. 

Instruction  is  based  on  experience  in  pro- 
fessional shorthand  work.  For  more  than  two 
years  we  did  a  large  amount  of  shorthand 
reporting  for  the  Law  Department  of  the  City 
of  New  York.  Highly  endorsed  by  leading 
shorthand  experts.  Three  years' experience  in 
teaching  by  mail.  Successful  pupils  in  our  own 
city  and  in  every  part  of  the  country.  Send  the 
Inquiry  Coupon  opposite,  and  secure  full  partic- 
ulars concerning  our  methods  of  correspondence 
teaching  and  our  special  short  course  for  minis- 
ters. Costsnothingto  try  a  lesson.  Send  to-day. 

MANHAHAN  REPORTING  CO. 


Jan. 

SEND  THIS  INQUIRY  COUPON. 

Manhattan  Reporting  Co., 

450  Nassau  Street,  New  York. 

Gentlemen :  —  Please  mail  me  a  catalogue, 
giving  full  particulars  of  your  Special 
Correspondence  Course  in  Shorthand  for 
Ministers  as  advertised  in  Current  Anec- 
dotes. I  would  be  pleased  to  receive  a  free 
Trial  Lesson  in  shorthand. 


Name. 
Address 


(Tnct  Society  Buildias) 

150  NASSAU  STREET 


NEW  YORK 


Magazine  advertisement  of  unusual  pulling  power 
Reduced  from  5^X8  inches 


I! 


M 


SIGN-POSTS  OF  ADVERTISEMENTS 

straight  to  the  mark,  and  typographically  it 
seems  to  draw  imusual  attention. 

In  retail  advertising  headings  very  fre- 
quently contain  the  name  of  the  article  adver- 
tised and  sometimes  something  about  its  qual- 
ity and  price.  Examples:  "The  New  Fall 
Coats  are  Here,'*  "Big  Value  in  $3  Waists," 
"The  Double  Spoon  Gets  'Em,"  "  Butter  That 
Takes  You  Back  to  the  Old  Farm." 

A  Curtis  Publishing  Company  advertise- 
ment, headed  "A  Young  Man  was  Earning 
$18  a  week  and  needed  $30,"  proved  to  have 
unusual  pulling  powers.  The  headlines  de- 
picted a  condition  in  which  many  readers 
find  themselves  and  was  strongly  suggestive 
of  a  good  himian-interest  story. 

The  shorthand-course  advertisement  fac- 
ing page  54  affords  a  fine  example  not  only  of 
an  effective  headline,  but  also  of  well-worked  up 
copy  throughout.  This  advertisement  bought 
inquiries  at  from  thirty  to  forty  cents  each, 
whereas  inquiries  for  a  subject  of  this  sort 
usually  cost  from  onCr  dollar  to  three  dollars 
each.    Note  how  the  headline  connects  with 

55 


II 


i 


WRITING  AN  ADVERTISEMENT 

the  minister's  work  and  how  the  thought  of 
the  headline  is  illustrated  by  the  comparison 
of  shorthand  writing  with  the  ordinary  method 
of  representing  words.  The  canvass  in  favor 
of  shorthand  is  logically  presented.  The  reader 
has  a  coupon  for  his  convenience  and  can  get 
a  trial  lesson  free.  This  advertisement  illus- 
trates well  the  various  steps  of  getting  atten- 
tion, developing  interest,  creating  confidence, 
and  inducing  action;  it  has  practically  every- 
thing in  its  favor,  and  it  is  not  to  be  wondered 
at  that  it  drew  business  at  a  low  cost.  It  is  a 
fine  example  of  special  argument  directed  to  a 
special  class.   Whenever  the  advertising  man 
can  group  his  readers  into  a  sharply  defined 
class,  he  has  a  better  opportimity  to  work  out 
an  appeal  that  will  fit  closely. 

It  is  a  good  thing  to  have  slogans,  whether 
they  are  used  as  headlines  or  as  other  displays, 
include  either  the  name  of  the  product  or  the 
name  of  the  advertiser.  I  have  put  the  ques- 
tion, "Whose  ham  is  the  ham  *what  am'?'* 
to  many  people  and  have  had  a  number  express 
doubt  as  to  whether  it  is  Armour's  or  Swift's, 

56 


SIGN-POSTS  OF  ADVERTISEMENTS 

and  have  had  others  answer  that  it  is  Swift's. 
I  cannot  be  sure  what  automobile  company 
requests  you  to  "Ask  the  Man  Who  Owns 
One,"  and  I  am  a  prospective  automobile  pur- 
chaser at  that.  On  the  other  hand,  we  cannot 
forget  that  it  is  the  Eastman  Company's  prod- 
uct when  we  remember  the  slogan,  "If  it  is  n't 
an  Eastman,  it  is  n't  a  Kodak." 

The  words  that  make  up  a  headline  ought 
to  be  those  that  can  be  grasped  instantly,  and 
the  grouping  ought  to  be  carefully  arranged. 
Compare  the  following  examples:  — 

The  Best  Way  To 
Keep  Files  Out 

THE    BEST 
WAY  TO  KEEP  FUES  OUT 


The  first  example  is  superior  because  "The 
Best  Way"  is  a  natural  phrase  that  goes  well 
together.  When  one  of  the  words  is  cut  off 
and  put  on  another  line,  the  eye  has  difficulty 
in  instantly  catching  the  import  of  the  seven 
words. 

57 


WRITING  AN  ADVERTISEMENT 

This  book  is  not  a  treatise  on  typography, 
but  the  subject  of  headlines  can  hardly  be 
passed  without  a  warning  that  the  printer  of 
advertisements  should  be  required  to  set  head- 
ings in  an  easily-read  face  of  type  and  to  so 
arrange  them  that  they  will  stand  out.  Print- 
ers in  the  smaller  offices  particularly  will  often 
so  obscure  a  heading  by  setting  it  in  imattrac- 
tive  or  hard-to-read  type  and  by  surrounding 
it  with  decoration  or  jim-cracks  that  its  force 
IS  seriously  impaired. 

A  few  plain  faces  of  type  are  very  legible  in 
capitals.  Generally  speaking,  however,  head- 
ings should  not  be  set  in  capitals,  but  will  be 
much  more  legible  if  only  a  capital  letter  is 
used  for  the  first  letter  of  each  of  the  principal 
words  in  the  heading,  including  the  first  word 
and  the  last. 

It  is  also  important  to  know  that  a  two- 
line  heading  can  be  taken  in  by  the  eye  more 
quickly  than  a  three-line  heading  and  a  three- 
line  heading  much  more  quickly  than  a  four- 
line  heading.  The  eye  takes  in  a  much  shorter 
space  vertically  than  it  does  horizontally.   If 

58 


SIGN-POSTS  OF  ADVERTISEMENTS 


possible,  main  headlines,  those  that  are  de- 
pended on  to  capture  attention,  ought  to  be 
single  lines  or  composed  of  only  two  lines. 

Don't  have  many  display  points  in  your 
advertisement,  especially  if  it  is  small.  When 
an  advertisement  of  moderate  size  has  half  a 
dozen  or  more  display  lines,  the  layout  or  de- 
sign becomes  a  mass  of  display  lines  that  does 
not  allow  anything  to  stand  out.  But  if  the 
displays  are  carefully  selected  and  so  arranged 
in  different  parts  of  the  advertisement  that 
they  themselves  tell  a  brief  story,  then  the 
writer  has  his  advertisement  so  arranged  that 
it  will  appeal  to  the  hasty  readers  —  the  mere 
glancers — as  well  as  the  careful  readers.  For 
instance,  on  a  beautiful  picture  of  a  con- 
crete road,  appeared  the  words  "The  Road 
Everlasting"  lettered  at  the  top.  At  the  bot- 
tom of  that  page-advertisement  appeared  the 
display  line  "Specify  ALPHA  and  be  SURE.'* 
These  display  lines  gave  the  advertisement 
the  value  of  a  poster  advertisement  even  if 
the  attention  of  the  reader  could  not  be  held 
for  the  details  in  smaller  type. 

59 


i 


i 


fi 


WRITING  AN  ADVERTISEMENT 

The  following  is  another  excellent  example 
of  the  "poster  arrangement."  Only  the  top 
part  of  the  advertisement  is  reproduced. 

¥w  the  Man  With  a  Tough  Beard 
And  a  Tender  Skm 

there  is  no  ihave  ao  utiafaotory,  none  that  feels  ao 
clean,  none  that  leaves  the  face  so  free  from  irritation 
as  a  shave  with 

THE  DURHAM  DUPLEX  RAZOR 

This  is  because  the  Durham  Duplex  is  constructed 
on  scientific  principles  that  permit  close  and  even 
•having  with  the  correct  diagonal  stroke. 

Headlines  have  a  great  deal  to  do  with  the 
success  or  the  failure  of  advertisements.  Look- 
ing well  to  your  "sign-posts"  means  greater 
likelihood  of  getting  on  the  road  to  success. 


VIII 


POINTS  OF  CONTACT 


The  general  secretary  of  a  Young  Men's 
Christian  Association  once  taught  me  a  good 
advertising  lesson.  He  explained  how  the  As- 
sociation drew  different  classes  of  young  men 
by  the  use  of  different  "points  of  contact." 
One  class  of  yoimg  men  was  attracted  by  the 
athletic  features  of  the  Yoimg  Men's  Christian 
Association.  Another  class  was  drawn  by  the 
evening  school.  Still  another  class  was  drawn 
by  the  amusement  room.  Still  another  class, 
by  the  library. 

That  is  a  fine  phrase  —  "point  of  contact." 
Some  people  in  the  advertising  business  refer 
to  it  as  the  "motor  principle."  Mr.  John  E. 
Kennedy  calls  it  the  "responsive  chord." 
Other  well-meaning,  scholarly  gentlemen  label 
it  as  "stimulus"  —  plural,  "stimuli"!  We 
are  all  referring  to  the  same  thing. 

There  is  a  point  of  contact  about  the  article 

6i 


WRITING  AN  ADVERTISEMENT 

you  have  to  advertise  that  will  connect  you 
with  your  group  of  readers,  if  you  can  find  it. 
Maybe  there  are  several  points  of  contact, 
but  one  that  is  stronger  than  any  of  the  others. 
What  is  it?  That  is  a  most  important  thing  to 
decide.  People  buy  goods  sometimes  because 
they  afford  pleasure  or  because  they  make  liv- 
ing more  convenient.  They  often  buy  for  rea- 
sons of  economy;  hence  the  great  mass  of  "  bar- 
gain advertising."  Many  purchases  are  made 
because  of  the  appeal  the  advertiser  has  made 
to  the  appetite.  Successful  appeals  are  made 
to  parental  love,  to  one's  regard  for  health. 
The  point  of  contact  is  occasionally  an  appeal 
to  vanity. 

Within  recent  years  advertising  clubs,  ad- 
vertising classes,  and  even  the  colleges  have 
made  experiments  in  order  to  determine  the 
relative  strength  of  different  forms  of  appeal, 
of  different  styles  of  writing  in  advertisements, 
of  different  styles  of  typographical  display, 
and  different  styles  of  illustration.  The  con- 
clusions, however  important  they  may  be  to 
individual  advertisers,  are  not  far-reaching. 

62 


POINTS   OF   CONTACT 

The  advertiser  of  Campbell's  Soups  may  be 
able  to  demonstrate  that  the  convenience  ap- 
peal —  the  idea  of  always  having  the  canned 
soup  ready  for  quick  service  —  may  be  the 
strongest  appeal;  but  this  conclusion  does  not 
necessarily  apply  to  all  canned  goods.  In  fea- 
turing other  foods,  the  appeal  to  the  appetite 
may  be  far  more  powerful  than  the  conven- 
ience argument.  Therefore,  no  attempt  will 
be  made  here  to  classify  various  forms  of  ap- 
peal or  to  indicate  which  forms  are  the  strong- 
est for  all  of  the  many  lines  of  goods  that 
are  freely  advertised.  That  is  a  matter  of 
great  importance  with  which  each  advertiser 
must  experiment.  The  Curtis  Publishing  Com- 
pany says  frankly  that  it  spent  thousands  of 
dollars  and  years  of  effort  before  finding  out 
that  the  appeal  to  boys  to  earn  money  was  not 
the  most  powerful  "point  of  contact"  in  secur- 
ing agents  for  The  Saturday  Evening  Post,  The 
most  successful  appeal  was  the  appeal  to  the 
parent  to  start  the  boy  in  work  that  would 
give  him  something  useful  to  do  and  develop 
his  character. 

63 


WRITING  AN  ADVERTISEMENT 

Suppose  the  subject  is  life  insurance?  Some 
people  cannot  save  money  imless  they  buy 
somethmg  like  a  life  insurance  policy  on  which 
fixed  payments  must  be  made.  Here,  then, 
is  one  "point  of  contaa."  "Protection  for 
Loved  Ones"  is  perhaps  a  much  more  power- 
ful point  of  contact.  A  particularly  fine  form 
of  policy  with  imusual  provisions  might  appeal 
strongly  to  people  who  are  already  familiar 
with  insurance,  but  who,  after  all,  constitute 
a  most  valuable  class  of  insurance  prospects. 
Thus  subject  after  subject  could  be  taken  up 
and  analyzed  and  various  points  of  contact 
brought  out  for  consideration. 

A  good  example  of  how  an  effective  appeal 
may  be  brought  to  light  through  study  of  the 
uses  or  service  of  the  article  is  afforded  by  a 
series  of  advertisements  of  the  New  Inter- 
national Encyclopedia.  The  books  themselves 
did  not  constitute  the  principal  appeal.  A 
scene  was  shown  in  which  an  ambitious  office 
employee  is  depicted  in  the  act  of  giving  his 
elders  some  xmusual  information  that  they 
wanted.   The  keynote  of  the  advertisement 

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INTENTIONAL  SECOND  EXPOSURE 


P|! 


WRITING  AN  ADVERTISEMENT 

Suppose  the  subject  is  life  insurance?  Some 
people  cannot  save  money  imless  they  buy 
something  like  a  life  insurance  policy  on  which 
fixed  payments  must  be  made.  Here,  then, 
is  one  "point  of  contact."  "Protection  for 
Loved  Ones"  is  perhaps  a  much  more  power- 
ful point  of  contact.  A  particularly  iine  form 
of  policy  with  unusual  provisions  might  appeal 
strongly  to  people  who  are  already  familiar 
with  insurance,  but  who,  after  all,  constitute 
a  most  valuable  class  of  insurance  prospects. 
Thus  subject  after  subject  could  be  taken  up 
and  analyzed  and  various  points  of  contact 
brought  out  for  consideration. 

A  good  example  of  how  an  effective  appeal 
may  be  brought  to  light  through  study  of  the 
uses  or  service  of  the  article  is  afforded  by  a 
series  of  advertisements  of  the  New  Inter- 
national Encyclopedia.  The  books  themselves 
did  not  constitute  the  principal  appeal.  A 
scene  was  shown  in  which  an  ambitious  office 
employee  is  depicted  in  the  act  of  giving  his 
elders  some  imusual  information  that  they 
wanted.   The  keynote  of  the  advertisement 

64 


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*• 


''Send  for  imURPHY 
HE  Knows^* 

Are  you  the  man  that  is  sent  for  when  txpert  information  is  wanted  ? 

Such  a  m»n  is  always  in  demand  at  a  big  salary,  because  he  knows,  because 
he's  TRAINED. 

Training  it  the  one  great  essential  to  success.  Nowadays,  no  ambitious  man 
need  remain  in  the  "dollar  a  day"  ranks.  So  long  as  you  have  the  ambition  to  rise 
and  can  rtad  and  write,  there  is  no  limit  to  the  success  to  which  you  can  attain 
through  the  help  of  the  International  Correspondence  Schools. 

If  you  want  to  be  the  man  "sent 

mmmmmmmmmm 

mrcMtnoMi  conESPomocE  scwmu 

Bex  86^  M  ScraaUB,  Pa. 

"•••e  *Kpl»tD,withoutrurther  oblipaiicii  on  my  part, 
**•*  I  can  qualify  for  emplOTmetit  or  advaaceueot 
Id  the  poiition  before  which  I  have  itinrkfl  X 


for"  get  in  touch  with  the  I.  C.  S. 
Lack  of  capital  need  not  hinder ;  it 
doesn't  matter  how  little  schooling 
you  have  had  ;  age  is  no  barrier ;  it  is 
immaterial  where  you  live  or  what 
youdo  i  you  don't  have  to  leave  home 
or  lose  a  day's  work  ;  there  are  no 
books  to  buy. 

The  attaclied  coupon  will  lead  the 
way.  Cut  it  out.  Mark  it— mail  it 
now.  There's  no  charge  for  the  ad- 
vice it  will  bring. 

During  September,  228  students 
voluillarily  reported  salary  increases 
and  promotions  secured  wholly 
through  I.  C.  S.  training. 

The  Business  of  This  Place 
is  to  Raise  Salaries. 


Bvvklreepcr 
■tcaocrapber 
AdrerttaeBeat  Mrlter 
Show  CmrA  Writer 
Window  TrlaiH«r 
Camairrrlal  Law 
lllHalrit(«r 
Cltll  Kervlor 
I'bvialat 

Tcttlle  Mill  Kh|>i. 
KI^Ftrlrian 
I'-lec.  F.nKlnr^r 


MeehaH*  I  Draflaaiaa 
Telcphoae  tac*c«r 
Elee.l.iKhllnc»apt. 
Mcfkan.   Ktirlnevr 
laaker  A  Maaa  PIttar 
Stalioaary   fcaaiaefr 
CIrll  tlnflnrrr 
Ualld'c  roNlrarlor 
Arehilrr'  I  llranaaiaa 
Arrklterl 
Stryelural  Ea^aear 
llaaklar 
IHIwlin  Kagtafrr 


Ifamc- 


Strong  because  true  to  life 
Size  of  original,  4^  X  8  inches 


INTENTIONAL  SECOND  EXPOSURE 


!K#a: 


r^ 


r 


.^ 


^\K 


''-^ 


''Send  for  H/IURPHY 
HE  Knows'' 

Are  you  the  man  that  h  sent  for  when  expert  information  is  wanted  ? 
Such  a  ni«n  is  always  in  demand  at  a  big  salar\ .  because  he  knows,  because 
he's  TRAINED. 

Training  ii  the  one  great  essential  to  success.  Nowadays,  no  ambitious  man 
need  remain  in  the  "dollar  a  day'  ranks.  So  long  as  you  have  the  ambition  to  rise 
ana  can  read  and  write,  there  is  no  limit  to  the  success  to  which  jou  can  attain 
through  the  help  of  the  International  Correspondence  Schools. 

If  you  want  to  be  the  man  "sent 


for"  get  in  touch  with  the  I.  C.  S. 
Lack  of  capital  need  not  hinder;  it 
doesn't  matter  how  little  schooling 
you  have  had  ;  age  is  no  barrier ;  it  is 
immaterial  where  you  live  or  what 
you  do;  you  don't  have  to  leave  home 
or  lo.e  a  day's  work  ;  there  are  no 
books  to  buy. 

The  attached  coupon  will  lead  the 
way.  Cut  it  out.  Mark  it — mail  it 
now.  There's  no  charge  fur  the  ad- 
vice it  will  bring. 

During  September,  228  students 
voluntarily  rei>orted  salary  increases 
and  promotions  secured  wholly 
through  I.  C.  S.  training. 

The  Business  of  This  Place 
is  to  Raise  Salaries. 


IIITERII«TION/ll  CORRESPONDnCE  SCHOOLS 
Itox  860  M  KrraBtoB,  Pb. 

Flem«"  eipiaia.witbuutfurlher  ohli^atii  n  on  tiir  pmrt, 
how  1  cao  qualify  (or  einplormetit  or  atlvaDi-f'uit'Dt 
in  tlie  iiottition  h«»rore  whi'.-h  I  ?iriw  inrirkcl  X 


Sooklrceper 

fttenosraplier 

AdtrHUrariil  Uriirr 

f^boir  <'Br«l  \\  rlter 

U'tnilow  Trimmer 

CommerrlBl  I*bw 

illuatriilur 

4'l»  II  ^er%  Irr 

t'hfmUt 

Trtlllr  fllll  Supt. 

ICIeolrlclBil 

I'.leo.  Fdeliterr 


Mrcliaii'  I  Piannaiao 
Telephone  Kn^'rer 
Klec.  I*l|{lintie  ^upt 
MefhBii.    I  nirlfteer 
Plonb^r  *  gtraa  Fltt»r 
SCationarj    Inuinrt-r 
i'Uil  f:nr(neer 
llulidV  <  oiitmetor 
trrhttrr*  I  llrnflaaian 
Arrhlterl 
^^trurlural  Favlor^r 
ItaiiLInf 
IHIiilfte  Fnjrineer 


I  Namc^ 


Street  anil  No.. 


Cllr- 


-      _  1 


Strong  because  true  to  life 
Size  of  original,  4^  X  8  inches 


■; 


mi 


POINTS   OF   CONTACT 

was  "The  Man  Who  Knows."  Instead  of  fea- 
turing the  set  of  volumes  as  a  desirable  pur- 
chase, the  writer  of  the  advertisement  very 
skillfully  brought  out  the  suggestion  that  the 
man  who  keeps  storing  his  mind  with  useful 
information  is  likely  to  win  position  and  power. 
Hence,  the  appeal  was  made  more  pointed. 
The  International  Correspondence  Schools' 
advertising  is  all  along  this  line.  They  do  not 
advertise  "Home  Study  Courses  for  Sale.'* 
They  realize  that  the  idea  of  study  is  attractive 
to  only  a  few,  that  the  thing  they  must  play 
up  is  the  benefit  of  study,  the  rewards  that 
technical  knowledge  will  bring  the  possessor. 
Of  course,  in  both  the  cases  here  cited,  the 
books  or  the  course  of  instruction  are  finally 
brought  into  the  argument,  but  they  are  kept 
secondary  to  the  main  appeal  of  the  advertise- 
ment. 

The  talking-machine  was  not  a  wonder- 
ful success  commercially  so  long  as  it  was  ad- 
vertised in  a  mechanical  way.  When  the 
entertainment  possibilities  were  realized,  and 
entertainment  was  made  the  keynote  of  the 

6s 


?. 


WRITING  AN  ADVERTISEMENT 

advertising,  the  advertising  was  much  more 
effective. 

Powder  as  powder  has  n't  a  great  deal  of 
interest  for  the  average  reader,  but  advertise 
it  as  a  means  of  enjoying  the  sport  of  trap- 
shooting,  or  as  an  effective  way  of  getting 
stumps  out  of  land,  breaking  the  hard  pan  of 
soil,  blasting  ditches,  etc.,  and  inmiediately 
a  broad  field  of  interest  is  opened. 

Waldo  P.  Warren,  advertising  manager  for 
Marshall  Field  &  Co.  for  a  number  of  years, 
says  that  one  day  he  visited  the  children's- 
clothing  department  to  gather  material  for  a 
children's-clothing  panel  for  one  of  his  forth- 
coming advertisements.  The  buyer  gave  a  lot 
of  data  about  the  assortment  of  the  goods,  the 
materials,  the  good  quality  of  workmanship, 
etc.,  but  still  it  did  not  seem  to  Mr.  Warren 
that  any  point  that  had  been  presented  stuck 
out  strongly.  Finally,  he  blurted  out:  "Why 
is  it,  when  you  have  such  splendid  offerings 
here,  that  a  great  many  more  women  do  not 
buy  these  children's  outfits?" 

"That's  easy,"  replied  the  buyer:  "they 

66 


i 


'   ■    ! 


POINTS   OF   CONTACT 

have  become  so  accustomed  to  buying  goods 
and  making  up  their  children's  clothing  that 
It  is  hard  for  them  to  get  out  of  the  habit  or 
for  us  to  get  them  out  of  it." 

There  was  the  strong  appeal,  and  the  leading 
thought  m  that  section  of  the  Marshall  Field 
advertisement  a  day  or  so  later  was  that  it  was 
folly,  a  sheer  waste  of  time,  to  make  children's 
clothes  at  home  when  such  assortments  and 
such  values  as  the  Field  store  offered  could  be 
had.  The  pomt  of  contact  had  been  foimd. 

This  "point-of-contact"  idea  is  such  a 
broad  one  that  it  covers  many  of  the  details 
of  an  advertisement  such  as  the  headline,  the 
illustrations,  etc.,  subjects  that  will  be  consid- 
ered separately  in  following  chapters. 

The  writer  of  advertisements  that  are  to  be 
inserted  in  magazines,  newspapers,  street-cars, 
etc.,  need  not  give  much  thought  to  introduc- 
tions. It  might  almost  be  said  that  there  are 
no  introductions  to  advertisements,  for,  while 
usually  there  is  a  preliminary  of  some  kind,  — 
a  point  of  contact  made  before  we  thrust  forth 
the  purely  conmiercial  object  of  the  adver- 

67 


»  " 


WRITING  AN  ADVERTISEMENT 

tisement,  —  this  preliminary  is  such  a  vital, 
inseparable  part  of  the  message  that  it  would 
be  misleading  to  call  it  an  introduction.  If 
the  opening  language  is  not  vital  to  that  which 
follows,  if  it  could  be  easily  separated  and 
would  leave  the  succeeding  copy  with  an  inter- 
esting opening,  then  it  may  well  be  questioned 
whether  or  not  the  so-called  introduction  is 
not  mere  verbiage,  generalities  of  interest  may- 
be to  the  one  who  wrote  them  and  possibly  also 
pleasing  to  the  manufacturer  or  merchant  who 
is  to  pay  for  the  announcement,  but  of  no  in- 
terest to  the  people  expected  to  read  the  mes- 
sage. Some  ten  years  ago  the  advertisements 
of  the  department  and  dry-goods  stores  were 
adorned  with  long  or  pompous  introductions. 
Nowadays  the  preliminary  talk  of  the  experi- 
enced advisers  is  short  and  pointed. 

The  "Baby  Letter"  here  reproduced  is 
merely  an  advertisement  in  letter  form.  Sales 
letters,  whether  written  singly  to  different 
people  or  written  along  general  lines  so  as  to 
appeal  to  a  group  of  people,  should  conform 
to  all  the  requisites  of  good  copy-writmg.  In 

68 


Traders  National  Bank 

SCRANTON.  Pennsylvania 


Dear  Toung  Priend: 

ThiB  bank  belieres  In  working  for  the  future, 
and  80  the  other  day  when  we  saw  In  the  paper  that  you 
had  come  to  town  to  stay  we  made  up  our  mind  to  send  you 
a  little  letter. 

Of  course.  Just  now  everybody  is  fussing  over  you. 
trying  to  make  you  comfortable  and  trying  to  decide 
whether  you  look  most  like  Papa  or  Mamma,  or  whether  you 
are  Just  the  image  of  Grandpa. 

But  don't  you  let  the  grown  folks  worry  you.   Just 
kick  up  your  heels  and  have  a  good  time,  for  there  is 
lots  of  fun  ahead  of  you. 

Tou  don't  need  money  now,  but  you  will  some  day,  and 
.80  you  can't  start  too  early  to  save.   Just  tell  Mamma 
and  Papa  the  best  you  can  by  winks  and  blinks  that  the 
next  time  either  of  them  comes  downtown  we  want  a  call, 
for  we  are  laying  aside  a  nice  littla  home-savings  bank 
for  you.   Mamma  and  Papa  can  put  in  odd  change  for  you. 
It  will  count  up  like  everything,  and  by  and  by  when  you 
are  bigger  you  will  save  nickles  and  dimes,  too. 

If  Papa  comes  home  and  says  he  forgot  to  call  here 
for  your  bank,  you  set  up  a  howl,  and  the  next  time  he 
won't  forget.   We  will  be  watching  out  for  him,  because 
if  he  isn't  already  a  depositor  here  we  want  to  show  him 
the  kind  of  service  we  give  folks  who  do  their  banking 
business  with  us. 

Oood  luck  to  you,  and  may  you  grow  up  to  be  healthy, 
wealthy  and  wise. 

Most  truly  yours, 

TRADERS  NATIONAL  BANK 


Printed  originally  on  embossed  "  baby  size  "  stationery 


INTENTIONAL  SECOND  EXPOSURE 


•ifr 


WRITING  AN  ADVERTISEMENT 

tisement,  —  this  preliminary  is  such  a  vital, 
mseparable  part  of  the  message  that  it  would 
be  misleading  to  call  it  an  introduction.  If 
the  opening  language  is  not  vital  to  that  which 
follows,  if  it  could  be  easily  separated  and 
would  leave  the  succeeding  copy  with  an  inter- 
esting opening,  then  it  may  well  be  questioned 
whether  or  not  the  so-called  introduction  is 
not  mere  verbiage,  generalities  of  interest  may- 
be to  the  one  who  wrote  them  and  possibly  also 
pleasing  to  the  manufacturer  or  merchant  who 
is  to  pay  for  the  announcement,  but  of  no  in- 
terest to  the  people  expected  to  read  the  mes- 
sage. Some  ten  years  ago  the  advertisements 
of  the  department  and  dry-goods  stores  were 
adorned  with  long  or  pompous  introductions. 
Nowadays  the  preliminary  talk  of  the  experi- 
enced advisers  is  short  and  pointed. 

The  "Baby  Letter"  here  reproduced  is 
merely  an  advertisement  in  letter  form.  Sales 
letters,  whether  written  singly  to  different 
people  or  written  along  general  lines  so  as  to 
appeal  to  a  group  of  people,  should  conform 
to  all  the  requisites  of  good  copy-writmg.  In 

68 


Traders  National  Bank 

SCRANTON.  Pennsylvania 


D«ar  Toung  7riend: 

This  bank  believes  In  working  for  the  future, 
and  80  the  other  day  when  we  saw  in  the  paper  that  you 
had  come  to  town  to  stay  we  made  up  our  mind  to  send  you 
a  little  letter. 

Of  course.  Just  now  everybody  is  fussing  over  you. 
trying  to  make  you  comfortable  and  trying  to  decide 
whether  you  look  most  like  Papa  or  Mamma,  or  whether  you 
are  Just  the  image  of  Grandpa. 

But  don't  you  let  the  grown  folks  worry  you.   Just 
kick  up  your  heels  and  have  a  good  time,  for  there  is 
lots  of  fun  aiiead  of  you. 

You  don't  need  money  now,  but  you  will  some  day,  and 
so  you  can't  start  too  early  to  save.   Just  tell  Mamma 
and  Papa  the  best  you  can  by  winks  and  blinks  that  the 
next  time  either  of  them  comes  downtown  we  want  a  call, 
for  we  are  laying  aside  a  nice  littld  home-savings  bank 
for  you.   Mamma  and  Papa  can  put  in  odd  change  for  you. 
It  will  count  up  like  everything,  and  by  and  by  when  you 
are  bigger  you  will  save  nickles  and  dimes,  too. 

If  Papa  comes  home  and  says  he  forgot  to  call  here 
for  your  bank,  you  set  up  a  howl,  and  the  next  time  he 
won't  forget.   We  will  be  watching  out  for  him,  because 
if  he  isn't  already  a  depositor  here  we  want  to  show  him 
the  kind  of  service  we  give  folks  who  do  their  banking 
business  with  us. 

Good  luck  to  you,  and  may  you  grow  up  to  be  healthy, 
wealthy  and  wise. 

Most  truly  yours, 

TRADERS  KATIOHAL  BASK 


Printed  originally  on  embossed  "  baby  size  "  stationery 


¥. 


POINTS   OF   CONTACT 

this  case  the  letter  was  addressed  to  newly 
bom  babies  about  two  weeks  after  birth,  the 
names  being  taken  from  the  daily  papers  and 
afterwards  checked  off  with  the  deaths  so  that 
no  letter  should  be  sent  to  a  home  where  the 
baby  lived  only  a  few  days.  The  plan  here,  of 
course,  was  to  reach  the  parent  through  the 
child  and  through  the  new  plans  and  ideals 
that  come  into  a  home  on  the  birth  of  a  child. 
Some  people  do  not  learn  the  full  lesson  of 
responsibility  imtil  they  have  children.  This 
letter  arrives,  then,  at  a  psychological  mo- 
ment, so  to  speak.  Printed  attractively  on  em- 
bossed baby  noteheads,  it  has  been  used  suc- 
cessfully. It  is  just  one  more  of  many  scores 
of  diflferent  kinds  of  "points  of  contact." 


1    S 


IX 

INTEREST  VALUE  AND  THE   NEWS   ELEMENT 

While  the  ground  has  been  taken  that  most 
advertisements  must  be  forced  into  attention 
and  should  be  prepared  on  that  assumption, 
I  have  little  patience  with  the  idea  that  there 
is  not  a  great  deal  of  inherent  interest  in  ad- 
vertisements of  worthy  products.  The  interest 
of  people  generally  in  the  so-called  reading- 
pages  of  the  newspapers  and  magazines  is  con- 
ceded. Yet  many  of  the  matters  dealt  with 
in  the  advertising  columns  are  just  as  vital  and 
as  interesting,  if  treated  properly,  to  groups 
of  readers  as  any  other  kind  of  so-called  news. 
What  is  of  more  vital  interest  to  the  housewife 
than  attractive  clothing  and  furniture,  than 
good  food.^  What  is  closer  to  a  man  than  his 
farming  machinery,  his  blooded  live-stock, 
his  office  equipment,  improved  drills  for  his 
quarry  work,  a  new  golf  stick,  etc.?  With 
such  subjects  treated  skillfully  and  with  stale, 

70 


THE  NEWS  ELEMENT 

general  advertising  decreased,  we  can  make 
the  advertising  section  of  a  publication  as 
interesting  as  the  part  in  which  the  editors 
labor. 

The  story  of  Kipling  and  the  advertising 
sections  of  magazines  may  or  may  not  be  cor- 
rect, but  it  contains  a  kernel  of  truth.  As  the 
tale  goes,  an  American  friend  sent  a  package 
of  magazines  from  which  the  advertising  sec- 
tions had  been  cut  lest  the  distinguished  author 
be  bored  or  annoyed  by  sordid  commercial 
writing  that  fills  space  worth  from  ten  dollars 
to  over  a  hundred  dollars  per  column-inch. 
Kipling  responded,  it  is  said,  "Next  time  send 
me  the  advertisements;  I  can  write  stories 
myself." 

For  the  sake  of  good  advertising,  publishers 
should  discourage  uninteresting  appeals  and 
should  by  all  means  refuse  all  offensive  or 
fraudulent  copy  which,  sad  to  say,  still  parades 
impudently  in  many  publications. 

Consider  for  a  moment  an  advertisement  of 
the  Lehigh  Valley  Railroad  announcing  that 
day  coaches  would  be  made  a  part  of  the 

71 


WRITING  AN  ADVERTISEMENT 


THE  NEWS  ELEMENT 


t'  \ 


!  ^^^gmiT^ 

H 

-  W^M 

Black  Diamond  Express.  This  train  is  a  fam- 
ous train  on  which  thousands  of  people  like  to 
travel.  Formerly  it  consisted  of  Pullman  cars 
exclusively.  The  mere  annoimcement  that  day 
coaches  would  be  added  was  an  item  of  great 
news  value  to  thousands  of  travelers. 

I  was  once  discussing  advertising  with  a 
manufacturer  of  wire  rope.  He  admitted  that 
he  was  probably  not  advertising  in  the  most 
skillful  manner;  "but  what,"  said  he,  "can 
you  really  say  about  wire  rope,  after  all.  It  is 
just  wire  rope,  and  about  all  you  can  do  is  to 
say  that  the  Blank  Manufacturing  Company 
makes  wire  rope."  A  few  minutes  later  he  gave 
the  information  that  the  wire  rope  of  his  com- 
pany was  being  installed  in  the  then  tallest 
building  of  New  York  —  a  building  that  per- 
haps hundreds  of  thousands  of  people  had  read 
about  and  that  was  of  particular  interest  to  the 
big  builders.  Here  was  a  chance  for  this  man- 
ufacturer to  tie  up  his  advertising  to  a  building 
undertaking  that  was  coming  in  for  a  great 
deal  of  expenseless  advertising.  He  did  n't  see 

it  at  all.  He  had  no  "nose  for  news." 

72 


A  real-estate  man  called  on  a  clever  adver- 
tising woman  to  discuss  advertising  a  very 
attractive  suburban  tract.  It  was  a  beautiful 
hill,  well  wooded.  Early  in  the  conversation 
the  real-estate  man  dropped  the  information 
that  he  was  having  the  trees  cut  oif.  "Of 
course,"  said  the  advertising  woman,  "you 
are  leaving  some  on  each  lot.  Do  that  and 
we'll  call  it  Bimgalow  Hill."  The  real-estate 
man  grabbed  the  telephone  and  shouted  a 
quick  order  to  stop  the  cutting  of  the  trees  un- 
til he  gave  further  instructions.  Odd  as  it  may 
seem,  he  had  overlooked  the  possibilities  that 
the  person  of  keen  advertising  nose  saw  im- 
mediately. 

Of  course  no  rules  can  be  laid  down  as  to 
how  a  writer  may  put  greater  "interest  value" 
into  his  copy.  That  is  his  problem.  He  must 
look  at  his  work  with  fresh  eyes,  must  avoid 
the  hackneyed  and  the  commonplace.  In  a 
sense,  he  must  be  original;  and  he  can  afford 
at  times  to  be  daring.  A  Denver  store  some 
years  ago  adopted  a  plan  of  having  a  clever 
writer  go  through  the  various  sections  or  depart- 

73 


WRITING  AN  ADVERTISEMENT 


|fi 


m 


ments  as  a  visitor  would  and  write  only  about 
the  goods  that  particularly  attracted  her.  One 
day,  for  example,  she  described  the  vacation 
goods  that  she  saw,  another  day,  the  things 
that  a  newly  married  couple  would  probably 
find  interestmg.  This  feature  of  the  day's 
advertisement  was  written  up  in  such  a  chatty, 
newsy  style  that  many  readers  thought  it 
was  a  news  department  of  the  paper  instead 
of  a  mere  section  of  a  large  advertisement. 
The  novelty  of  the  treatment  evidently  com- 
manded several  times  the  usual  attention. 
Had  many  stores  been  nmning  a  feature  of 
this  sort,  there  would  have  been  nothing  novel 
about  it. 

Style,  whether  in  clothing,  furniture,  or 
something  else,  has  a  powerful  interest  or 
news  value  with  certain  classes  of  readers, 
particularly  women.  It  is  likely  that  style 
advertising  will  replace  bargain  advertising 
to  some  extent  as  time  goes  on.  The  bargain 
offer  has  had  more  "interest  value"  than  any 
other  appeal  that  retail  advertisements  ever 
incorporated;  but  it  has  been  grossly  mis- 

74 


™f 


THE  NEWS  ELEMENT 


handled,  and  reforms  will  come  with  the  better 
class  of  stores. 

Service  is  full  of  strong  interest  value.  The 
information  and  cooperation  that  some  con- 
cerns give  as  a  part  of  what  they  sell  to  the 
purchaser  is  so  valuable  that  it  becomes  the 
appealing  part  of  the  advertising.  Mr.  E. 
St.  Elmo  Lewis,  of  the  Burroughs  Adding- 
Machine  Company,  demonstrated  this  when 
he  changed  the  advertising  of  the  Burroughs 
Machine  from  a  straight  sales  message  about 
the  machine  itself  to  a  message  about  a  well- 
written  practical  book  entitled  "A  Better 
Day's  Work."  Of  course  the  book  dealt  with 
the  way  that  a  Burroughs  Adding-Machine 
makes  a  better  day's  work,  but  Mr.  Lewis  is 
authority  for  the  statement  that  the  new  style 
of  advertising  pulled  much  more  strongly  than 
the  former  style. 

A  manufacturer  of  fine  stationery  offers  a 
book  on  "Letter  Etiquette."  Thousands  of 
people  want  hints  on  social  letter-writing  and 
send  for  the  book.  The  book  itself  gives  an 
ideal  opportimity  to  do  the  necessary  adver- 

75 


I 


WRITING  AN  ADVERTISEMENT 

tising  work  for  that  manufacturer's  brand  of 
linen  stationery,  but  the  point  is  that  the  little 
book  possessed  infinitely  more  "  interest  value  " 
than  a  manufacturer's  selfish  argument  about 
the  merit  of  his  paper. 

Timeliness  and  seasonableness  are  merely 
variations  of  "interest  value."  When  the. 
United  States  took  possession  of  Vera  Cruz, 
immediately  the  interest  in  the  United  States 
Navy  and  in  naval  and  military  topics  greatly 
increased.  Probably  five  or  six  times  as  much 
attention  was  given  to  these  subjects  as  would 
ordinarily  be  given.  Realizing  this,  I  featured 
the  new  Naval  Academy  Armory  at  Annapolis 
in  an  Alpha  Portland  Cement  advertisement 
with  the  heading,  "Where  the  U.S.  Gov- 
ernment Builds  Men  for  the  Navy  — Built 
with  ALPHA  CEMENT."  This  is  just  one 
of  many  examples  of  how  advertisers  may 
seize  the  opportime  moment  for  making  a 
deep  impression. 

Turning  the  thought  of  a  great  group  of 
people  in  the  direction  you  want  it  turned  is 
no  easy  imdertaking.  It  costs  a  great  deal  of 

76 


h 


lerG  the  US.Governmen 
Guilds  Men  y6r  the  Nav 


HE  United  States  Government,  in  making  the  Naval  Academy 
improvements,  built  with  materials  that  stood  for  strength  and 
permanence  as  well  as  for  beauty. 

The  imposing  Armory  in  which  the  Naval  Academy  cadets 
will  assemble  for  generations  to  come  typifies  the  strength  and  permanence 
of  the  Government  that  the  structure  represents. 

ALPHA  Portland  Cement  was  used  exclusively  in  this  building. 

ALPHA  Portland  Cement  has  for  twenty-three  years  been  manufactured  on  a  "high- 
quality"  policy.  There-has  never  been -any  second  grade  ALPHA ;  only  one  grade  is  made, 
and  that  the  best  that  human  skill  and  the  most  modem  equipment  can  produce  from 
quarries  that  are  famous  in  the  cement-making  world. 

ALPHA  Portland  Cement  is  tested  hourly  by  chemists  throughout  the  process  of  manu- 
facturing. In  composition,  thorough  burning,  fine  grinding  and  proper  seasoning  it  is  an 
exceptional  cement.  It  is  guaranteed  to  more  than  meet  U.  S.  Government  and  all  other- 
standard  requirements.    You  can  always  be  absolutely  sure  of  ALPHA  quahty. 

Capacity,  25,000  barrels  a  day;  storage  for  2,000,000  barrels.  Six 
great  plants  on  six  trunk-line  railroads; 
one  plant  with  private  docks  directly  on  the 
Hudson  River,  ideally  sittiated  for  canal, 
coast  and  export  shipment.  Eight  branch 
offices  at  yoiu"  service. 


Alria  Bdriland  Cement  Co. 

Gentml  Officii    EASTON.  PA, 

Branch  omces  NEW  \DRK.  CHICAGO.  PHILADELPHIA. 
BOSTON.  BUFFALO.  PITTSBURGH.  BALTIMORE.  SAVANNAH 


Timely  because  published  when  the  U.S.  Navy  was  guarding  Vera  Cruz 

Size  of  original,  7  X  10  inches 


INTENTIONAL  SECOND  EXPOSURE 


P 


WRITING  AN  ADVERTISEMENT 

tlsing  work  for  that  manufacturer's  brand  of 
linen  stationery,  but  the  point  is  that  the  little 
book  possessed  infinitely  more  "  interest  value  " 
than  a  manufacturer's  selfish  argument  about 
the  merit  of  his  paper. 

Timeliness  and  seasonableness  are  merely 
variations  of  "interest  value."  When  tha 
United  States  took  possession  of  Vera  Cruz, 
immediately  the  interest  in  the  United  States 
Navy  and  in  naval  and  military  topics  greatly 
increased.  Probably  five  or  six  times  as  much 
attention  was  given  to  these  subjects  as  would 
ordinarily  be  given.  Realizing  this,  I  featured 
the  new  Naval  Academy  Armory  at  Annapolis 
in  an  Alpha  Portland  Cement  advertisement 
with  the  heading,  "Where  the  U.S.  Gov- 
ernment Builds  Men  for  the  Navy  —  Built 
with  ALPHA  CEMENT."  This  is  just  one 
of  many  examples  of  how  advertisers  may 
seize  the  opportune  moment  for  making  a 
deep  impression. 

Turning  the  thought  of  a  great  group  of 
people  in  the  direction  you  want  it  turned  is 
no  easy  undertaking.  It  costs  a  great  deal  of 

76 


levG  theUS-Governmen 

iuilds  Men  y6r  the  Nav 


»i  built  with  ALPHA  clw^  '%7igh^terldofQuabm 


HE  United  States  Government,  in  making  the  Naval  Academy 
improvements,  built  with  materials  that  stood  for  strength  and 
permanence  as  well  as  for  beauty. 

The  imposing  Armory  in  which  the  Naval  Academy  cadets 
will  assemble  for  generations  to  come  typifies  the  strength  and  permanence 
of  the  Government  thai  the  structure  represents. 

ALPHA  Portland  Cement  was  used  exclusively  in  this  building. 

ALPHA  Portland  Cement  has  for  twenty-three  years  been  manufactured  on  a  "high- 
quality'  '  policy.  There-has  never  been  any  second  grade  ALPHA ;  only  one  grade  is  made, 
and  that  the  best  that  human  skill  and  the  most  modem  equipment  can  produce  from 
quarries  that  are  famous  in  the  cement -making  world. 

ALPHA  Portland  Cement  is  tested  hourly  by  chemists  throughout  the  process  of  manu- 
facturing. In  composition,  thorough  biuning,  fine  grinding  and  proper  seasoning  it  is  an 
exceptional  cement.  It  is  guaranteed  to  more  than  meet  U.  S.  Government  and  all  other, 
standard  requirements.    You  can  always  be  absolutely  siu^  of  ALPHA  quality. 

Capacity,  25,000  barrels  a  day;  storage  for  2,000,000  barrels.  Six 
great  plants  on  six  trunk-line  railroads; 
one  plant  with  private  docks  directly  on  the 
Hudson  River,  ideally  situated  for  canal, 
coast  and  export  shipment.  Eight  branch 
offices  at  your  service. 


AifflA  Portland  Cement  Co. 

General  Offices   EASTON.  PA, 
Branck  Offices  NEW  WRK.  CHICAGO.  PHILADELPHIA. 
BOSTON.  BUFFALO.PITTSBURGH,BALTIMORESAVANNAH  . 


Timely  because  published  when  the  U.S.  Navy  was  guarding  Vera  Cruz 

Size  of  original,  7  X  10  inches 


!)■  i  ;i 


f-^^i 


THE  NEWS  ELEMENT 

money.  Consequently,  when  the  attention  is 
naturally  turned  the  way  you  want  it,  when 
there  is  a  state  of  mind  that  has  cost  you  noth- 
ing, but  which  perhaps  you  could  not  create 
without  the  expenditure  of  tens  of  thousands 
of  dollars,  surely  it  behooves  you  to  make  the 
best  possible  use  of  that  state  of  mind  by 
featuring  things  in  your  advertising  that  are 
timely.  The  connection  should  be  logical,  how- 
ever. At  the  beginning  of  the  European  War,  a 
number  of  advertisers  attempted  to  trade  on 
the  interest  in  the  war  by  introducing  "war 
talk"  into  their  copy  when  there  was  abso- 
lutely no  connection.    This  is  idle  or  worse. 

When  Colonel  Roosevelt  returned  from  his 
African  hunt  the  advertiser  of  Gold  Dust  made 
a  hit  by  the  use  of  a  large  poster,  showing  the 
distinguished  hunter  landing,  while  behind  him 
came  the  smiling  Gold  Dust  Twins.  The  word- 
ing was  "Roosevelt  Scoured  Africa  —  We 
Scour  America." 

When  the  baseball  player  is  at  the  height  of 
his  popularity,  the  tobacco  company  arranges 
to  have  him  confess  how  dearly  he  loves  to 

77 


1: 


1 

»     3 


Hi 


<l\ 


i'ill 


WRITING  AN  ADVERTISEMENT 

smoke  a  certain  brand  that  this  concern  makes, 
and  the  public  at  that  certain  time  is  much 
interested  in  the  famous  pitcher  or  hitter  and 
reads  his  opinion  about  the  tobacco  with  more 
than  the  usual  interest.  This  is  timeliness  com- 
bined with  that  general  interest  that  human 
beings  have  in  other  well-known  himian  beings. 

When  the  eyes  of  the  sporting  world  in 
America  were  centered  on  the  1913  World's 
Series  between  the  champions  of  the  National 
and  American  Baseball  Leagues,  the  adver- 
tisers of  the  Victor  Typewriter  broke  into  the 
New  York  newspapers  with  advertisements 
explaining  why  the  reporters  of  these  exciting 
games  were  using  Victor  typewriters.  Here 
the  advertisers  deliberately  "cashed  in"  on  an 
interest  that  they  probably  could  not  have 
created  with  ten  thousand  dollars  of  their  own 
money,  and  it  was  legitimate  even  if  a  few  wise 
readers  suspected  that  the  stage  had  been 
fixed  for  the  advertising. 

Seasonableness  is  a  form  of  timeliness.  At 
different  seasons  of  the  year  the  thoughts  of 
groups  of  readers  turn  naturally  to  certain 

78 


Plain 
Piano  Talk 


Why  don't  you  settle  that  much- 
mooted  question  in  your  family  by 
buying  a  piano  NOW? 

Talking  about  it  won't  put  it 
Into  your  home— will  not  stop  the 
Importunities  of  the  young  folk. 

Let's  guess  why  you  are  pro- 
crastinating. 

You  want  a  piano;  you  feel  the 
need  of  it;  but  you  can't  spare  the 
money  to  pay  cash  just  now,  and 
you  think  you  can  save  money  by 
waiting  until  you  can  spare  it. 
And  you  wait  and  wait. 

You  are  wrong.  No  man,  no 
matter  what  his  station  In  life,  can 
buy  a  piano  in  our  store  for  less 
money  by  paying  cash  down  than 
the  man  who  takes  advantage  of 
our  little-a-month  plan,  with  inter- 
est at  6  per  cent,  a  year. 

Every  piano  on  our  floors  Is 
marked  the  spot •> cash  price.  If 
you  want  to  borrow  the  money  to 
pay  for  it  we  will  lend  it  to  you  at 
6  per  cent,  interest  a  year  on  the 
unpaid  balance.  Cash  or  time, 
the  price  is  the  same. 

We  will  sell  you,  at  the  spot-cash 
price,  any  piano  you  may  select, 
and  give  you  20  to  30  months  in 
which  to  pay  for  it. 

Suppose  you  tried  to  save  the 
money  to  pay  cash.  Could  you 
doit?    W^iw/rfyoudoit? 

Let  us  talk  with  you.  Come  in 
and  see  what  we  have. 

No  tricks,  no  guessing  contests; 
the  only  one-price,  no-commission 
piano  and  music  house. 

J.  W.  JENKINS'  SONS 
MUSIC  CO. 

1013-1015  Walnut  Street 


Nothing  about  the  goods,  but  a  forceful  appeal 
Single-column  newspaper  advertisement 


INTENTIONAL  SECOND  EXPOSURE 


t 


H 


III 


m 


WRITING  AN  ADVERTISEMENT 

smoke  a  certain  brand  that  this  concern  makes, 
and  the  public  at  that  certain  time  is  much 
interested  in  the  famous  pitcher  or  hitter  and 
reads  his  opinion  about  the  tobacco  with  more 
than  the  usual  interest.  This  is  timeliness  com- 
bined with  that  general  interest  that  himian 
beings  have  in  other  well-known  human  beings. 

When  the  eyes  of  the  sporting  world  in 
America  were  centered  on  the  1913  World's 
Series  between  the  champions  of  the  National 
and  American  Baseball  Leagues,  the  adver- 
tisers of  the  Victor  Typewriter  broke  into  the 
New  York  newspapers  with  advertisements 
explaining  why  the  reporters  of  these  exciting 
games  were  using  Victor  typewriters.  Here 
the  advertisers  deliberately  "cashed  in"  on  an 
interest  that  they  probably  could  not  have 
created  with  ten  thousand  dollars  of  their  own 
money,  and  it  was  legitimate  even  if  a  few  wise 
readers  suspected  that  the  stage  had  been 
fixed  for  the  advertising. 

Seasonableness  is  a  form  of  timeliness.  At 
different  seasons  of  the  year  the  thoughts  of 
groups  of  readers  turn  naturally  to  certain 

78 


Plain 
Piano  Talk 


Why  don't  you  settle  that  much- 
mooted  question  in  your  family  by 
buying  a  piano  NOW? 

Talking  about  it  won't  put  it 
into  your  home — will  not  stop  the 
Importunities  of  the  young  folk. 

Let's  guess  why  you  are  pro- 
crastinating. 

You  want  a  piano;  you  feel  the 
need  of  it;  but  you  can't  spare  the 
money  to  pay  cash  just  now,  and 
yon  think  you  can  save  money  by 
waiting  until  you  can  spare  it. 
And  you  wait  and  wait. 

You  are  wrong.  No  man,  no 
matter  what  his  station  In  life,  can 
buy  a  piano  in  our  store  for  less 
money  by  paying  cash  down  than 
the  man  who  takes  advantage  of 
our  little-a-month  plan,  with  inter- 
est at  6  per  cent,  a  year. 

Every  piano  on  our  floors  Is 
marked  the  spot -^ cash  price.  If 
you  want  to  borrow  the  money  to 
pay  for  it  we  will  lend  it  to  you  at 
6  per  cent,  interest  a  year  on  the 
unpaid  balance.  Cash  or  time, 
the  price  is  the  same. 

We  will  sell  you,  at  the  spot-cash 
price,  any  piano  you  may  select, 
and  give  you  20  to  30  months  in 
which  to  pay  for  it. 

Suppose  you  tried  to  save  the 
money  to  pay  cash.  Could  you 
doit?     Would  you  do  M 

Let  us  talk  with  you.  Come  In 
and  see  what  we  have. 

No  tricks,  no  guessing  contests; 
the  only  one-price,  no-commission 
piano  and  music  house. 

J.  W.  JENKINS*  SONS 
MUSIC  CO. 

1013-1015  Walntit  Street 


Nothing  about  the  goods,  but  a  forceful  appeal 
Single-column  newspaper  advertisement 


THE  NEWS  ELEMENT 

subjects.  At  such  times,  seasonable  advertis- 
ing has  great  additional  interest  value.  "Hunt- 
ing Season  Just  Three  Days  Off  "  hits  the  bull's- 
eye  with  probably  every  lover  of  hunting  who 
even  glances  at  the  page  on  which  this  adver- 
tisement appears. 

Perhaps  fishing-rods  can  be  sold  at  Christ- 
mas, but  they  can  be  advertised  to  much 
greater  advantage  when  the  air  begins  to  have 
the  feel  of  the  fishing  season  and  the  passer-by 
sees  the  swift  leap  of  the  trout  or  the  bass  from 
an  alluring  brook. 


N 


I-.  i 


.!■ 


X 

THE  APPEAL  OF  PICTURES 

The  ad-writer  has  no  greater  aid  than  good 
illustration.  Pictures  possess  strong  inherent 
interest  value.  The  child  is  attracted  by  pic- 
tures long  before  printed  words  mean  any- 
thing to  him.  Everybody  likes  to  look  at  pic- 
tures. 

Pictures  give  the  argument  or  the  descrip- 
tion at  a  glance.  They  show  what  perhaps 
could  not  be  fully  described  in  five  hundred  or 
a  thousand  words.  Boss  Tweed,  of  New  York, 
it  is  said,  declared  that  he  cared  nothing  about 
the  word-criticism  of  him  that  the  newspapers 
published,  but  he  shrank  from  having  the  peo- 
ple see  cartoons  of  him;  they  could  understand 
the  pictures  even  if  they  did  n't  read  edito- 
rials. And  it  is  generally  conceded  that 
Nast's  pictures  put  this  political  boss  out  of 

business. 
Besides  their  great  value  as  a  means  of 

80 


"Is  There  a  Great  Difference  Among  Portland  Cements?" 


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Maybe  not,"  says  the  wise  engineer,  "but  in  a  productlikecement  a  little 
difference  is  a  big  difference.  You  can't  have  your  cement  too  good 
when  you  are  after  strength,  permanence  and  safety.  And  you  want 
service  and  responsibility  that  is  as  good  as  the  cement  itself." 

For  23  years  the  name  ALPHA  has  stood  for  "the  high  water  mark  of  quality"  amon^ 
Portland  Cements.     ALPHA  came  into  the  field  when  imported  Portland  Cemen  s  we^r"? 

fn^th^Ad'n^'"^  'f ^^pu*"^  "'T  high  uniform  quality  of  ALPHA  CEMENT  speed.Iy  result«l 
in  the  adoption  of  ALPHA  m  place  of  the  imported  article 

In  the  ALPHA  plants  the  chemist  has  been  and  always  will  be  a  real  boss.  Quality  comes 
first  and  no  zeal  for  large  output  or  low  operatmg  cost  is  allowed  to  interfere  with  the  ALPHA 
standard  Hourly  tests  are  made  m  all  ALPHA  plants  beginning  w.th  a  careful  an^ysis  of 
every-  bonng  of  the  rock  Chem.cal  and  efficiency  engineers  oversee  the  burning  and  Sw 
Ke>.ult-every  bag  of  ALPHA  CEMENT  goes  out  guaranted  to  more  than  melt  all  fTandard 
ihrrTr  K  ^^V^*;  ^'"^y^'l'^P^"^  o-  alpha  cement  being  correctly  proportroned 
thoroughly  burned,  finely  ground  and  properly  aged.  jj"i"uuea. 

Used  in  buildmg  Bush  Tenninal.  P.  R.  R.  New  York  Terminal,  New  York  Aqueduct  Gal- 
veston Sea  Wall.  Detroit  Tunnel,  and  scores  of  other  famous  engineering  undertakfngs 

Capacity  25.000  barrels  a  day;  storage  for  2,000,000  barrels.  Six  great  plants  on  six  trunk 
hne  railroads,  one  plant  with  private  docks  directly  on  the  Hudson  nf^er  ideal  Js^tuateHr 
canal,  coast  and  export  shipment.     Eight  branch  offices  at  your  service.  suuatea  tor 

cr^le\vo"rk.^  '^^^  "^  ^^^  ^^^"'^  ^^^'  ^"'^""'"K  ^^\n^h\^  information  on  cement  and  con- 

ALPHA  PORTLAND  CEMENT  CO. 

General  Offices:  Easton,  Pa. 

■r.„rhOfllr«:    N«  York    CW««o     Phlladelphta    Bo.»„    Pl,r.bur4h    BuBalo    B.ltt»or.    S.»M,a,h 


'^^^^J^^      ■ 


'Ciridiiiie^ 


A  conversational  appeal 
Size  of  original,  7  X  lo  inches 


I 


INTENTIONAL  SECOND  EXPOSURE 


X 


"Is  There  a  Great  Difference  Among  Portland  Cements?" 


?-»_«  iitr-s-ssrif;  t  J  Si 


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V 


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THE  APPEAL  OF  PICTURES 

The  ad-writer  has  no  greater  aid  than  good 
illustration.  Pictures  possess  strong  inherent 
interest  value.  The  child  is  attracted  by  pic- 
tures long  before  printed  words  mean  any- 
thing to  him.  Everybody  likes  to  look  at  pic- 
tures. 

Pictures  give  the  argument  or  the  descrip- 
tion at  a  glance.  They  show  what  perhaps 
could  not  be  fully  described  in  five  himdred  or 
a  thousand  words.  Boss  Tweed,  of  New  York, 
it  is  said,  declared  that  he  cared  nothing  about 
the  word-criticism  of  him  that  the  newspapers 
published,  but  he  shrank  from  having  the  peo- 
ple see  cartoons  of  him;  they  could  understand 
the  pictures  even  if  they  did  n't  read  edito- 
rials. And  it  is  generally  conceded  that 
Nast's  pictures  put  this  political  boss  out  of 
business. 

Besides  their  great  value  as  a  means  of 

80 


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»- 


^ 


<i: 


"Maybe  not,"  says  the  wise  engineer,  "but  in  a  product  likecement  a  little 
difference  is  a  big  difference.  You  can't  have  your  cement  too  good 
when  you  are  after  strength,  permanence  and  safety.  And  you  want 
8er\ice  and  responsibility  that  is  as  good  as  the  cement  itself." 

X,  !^T  -Jy^^^''  ^^^  "3"'^  ALPHA  has  stood  for  "the  bigbwater  mark  of  quality"  amone 
Portland  Cements.  ALPHA  came  into  the  field  when  imported  Portland  Cements  ^eTerl 
gardcd  as  bemg  the  best  but  the  high  uniform  quality  of  ALPHA  CEMENT  speedily  resulted 
m  the  adoption  of  ALPHA  in  place  of  the  imported  article 

In  the  ALPHA  plants  the  chemist  has  been  and  always  will  be  a  real  boss.  Quality  comes 
tirst  and  no  zeal  for  large  output  or  low  operatmg  cost  is  allowed  to  interfere  with  the  ALPHA 
standard  Hourly  tests  are  made  m  all  ALPHA  plants  beginning  with  a  careful  analysis  of 
ever>-  boring  of  the  rock  Chemical  and  efficiency  engineers  oversee  the  burning  and  grindine 
Result-every  bag  of  ALPHA  CEMENT  goes  out  guaranted  to  more  than  melt  all  Sard 
requirements.  \  ou  can  always  depend  on  ALPHA  CEMENT  being  correctly  proportioned 
thoroughly  burned,  finely  ground  and  properly  aged.  H"inonea, 

Used  in  building  Bush  Terminal.  P.  R.  R.  New  York  Terminal,  New  York  Aqueduct  Gal- 
\eston  Sea  Wall.  Detroit  Tunnel,  and  scores  of  other  famous  engineering  undertakings. 

Capacity  25.000  barrels  a  day;  storage  for  2.000,000  barrels.  Six  great  plants  on  six  trunk 
line  railroads,  one  plant  with  private  docks  directly  on  the  Hudson  Rrver.  ideally  skuated  i^or 
canal,  coast  and  export  s.hipment.     Eight  branch  offices  at  your  service. 

creU^vS  *  '^^^  °'  '*'*'  ALPHA  txjok,  containing  valuable  information  on  cement  and  con- 

ALPHA  PORTLAND  CEMENT  CO. 

General  Offices:  Easton,  Pa. 

■ranch  Ofllce.:     Nr-  Vort     Chicago     PhUadelphU     B<>.n>n     Pitt.bur«h     BuS.io     Baltlmoc    Sanuuiah 


-,-->..v,v.vr-..-„.^.,-.  --A..  —  ::.^»'yM;-jj»i-i.gff.v-.<---  ■•.'-■■■■  ;^?^j^ 


andS  be 


A  conversational  appeal 
Size  of  original,  7  X  lo  inches 


41111 


I'H 


I 


THE  APPEAL  OF  PICTURES 

catching  the  attention  of  readers,  Illustrations 
may  depict  the  goods  themselves  or  demon- 
strate their  use  or  operation. 

As  has  been  already  Indicated,  It  Is  not  the 
purpose.  In  this  volume,  to  attempt  to  deal 
comprehensively  with  such  important  divisions 
of  advertising  as  illustration,  typographical 
display,  the  choice  of  advertising  mediums, 
etc.  But  as  illustration  is  such  an  Important 
component  of  copy  In  most  cases,  it  Is  impos- 
sible to  consider  thoroughly  even  the  writing 
of  copy  without  Including  consideration  of  the 
illustration. 

"Wouldn't  the  appeal  to  the  reader  be 
much  more  effective  If  the  advertisement  were 
illustrated?"  is  always  a  good  question  for 
the  copy-writer  to  ask  himself.  Instances  can 
be  cited  where  Illustration  is  hardly  required 
—  as,  for  example.  In  the  case  of  an  offering 
of  bonds;  but  most  advertisements  profit  by 
the  Introduction  of  illustration.  The  picture 
Is  far  more  attractive  to  the  eye  than  plain 
type. 

Good  Illustrations  made  especially  for  use 

8i 


IJi; 

till 


I 

r 


WRITING  AN  ADVERTISEMENT 


in  just  one  advertisement  are  likely  to  increase 
the  cost  of  the  advertisement  considerably. 
That,  no  doubt,  is  why  a  great  many  occa- 
sional advertisers  content  themselves  with  all- 
type  messages,  or  use  what  are  known  as  stock 
cuts  or  syndicated  illustrations,  which  are  de- 
sighs  made  up  in  such  a  way  that  they  can  be 
used  by  diiFerent  advertisers  in  the  same  kind 
of  business  but  located  in  different  sections 
of  die  country.  Some  really  good  illustrations 
are  sold  in  this  way.  Cuts  of  clothing,  hats, 
shoes,  etc.,  are  those  sold  most  extensively  on 
th.e  stock  or  syndicate  plan.  By  the  use  of 
these,  an  advertiser  can  for  a  dollar  or  two, 
maybe  less,  use  illustrations  that,  if  made  for 
him  alone,  would  cost  from  five  to  twenty-five 
dollars.  The  weakness  of  most  stock  illustra- 
tions is  that  they  do  not  usually  illustrate 
faithfully  the  exact  goods  advertised.  Being 
made  for  general  use,  they  are  likely  to  be 
general  rather  than  specific.  They  are  useful 
mainly  to  retailers,  and  the  best  of  them  are 
the  designs  made  up  by  manufacturers  for  the 
use  of  retailers  of  their  goods  and  usually  fur- 

82 


Get  Your  Uniforms 
And  Play  Ball 

The  nine  must  have  uniforms  in  order  to 
make  the  proper  showing.  We  have  just 
received  our  full  line  of  samples.  It  means  a 
great  deal  to  say  that  the  colors  are  even  pret- 
tier than  those  of  last  season,  but  they  are; 
and  prices  are  no  higher. 

Come  in  and  get  samples  to 
show  the  team.  The  style  book 
this  year  suggests  good  color 
combinations.     Copies  free. 

Complete  suits — cap,  shirt,  belt, 
trousers,  stockings,  and  shoes,  $6,  $8, 
$10,  and  $13.50.  The  $6  and  $8  suits 
are  the  best  we  have  ever  offered  at 
that  price. 

Get  in  your  order  early  and 
get  your  suits  early.  Suits  for 
whole  team  lettered  free. 


REINHART,    10    WASHINGTON    AVENUE 


J 


Copy  written  to  fit  an  inexpensive  stock  cut 
Originally  a  double  column  newspaper  advertisement 


INTENTIONAL  SECOND  EXPOSURE 


I  I 


WRITING  AN  ADVERTISEMENT 

in  just  one  advertisement  are  likely  to  increase 
the  cost  of  the  advertisement  considerably. 
That,  no  doubt,  is  why  a  great  many  occa- 
sional advertisers  content  themselves  with  all- 
type  messages,  or  use  what  are  known  as  stock 
cuts  or  syndicated  illustrations,  which  are  de- 
signs made  up  in  such  a  way  that  they  can  be 
used  by  different  advertisers  in  the  same  kind 
of  business  but  located  in  different  sections 
of  the  country.  Some  really  good  illustrations 
are  sold  in  this  way.  Cuts  of  clothing,  hats, 
shoes,  etc.,  are  those  sold  most  extensively  on 
the  stock  or  syndicate  plan.  By  the  use  of 
these,  an  advertiser  can  for  a  dollar  or  two, 
maybe  less,  use  illustrations  that,  if  made  for 
him  alone,  would  cost  from  five  to  twenty-five 
dollars.  The  weakness  of  most  stock  illustra- 
tions is  that  they  do  not  usually  illustrate 
faithfully  the  exact  goods  advertised.  Being 
made  for  general  use,  they  are  likely  to  be 
general  rather  than  specific.  They  are  useful 
mainly  to  retailers,  and  the  best  of  them  are 
the  designs  made  up  by  manufacturers  for  the 
use  of  retailers  of  their  goods  and  usually  fur- 

82 


Get  Your  Uniforms 
And  Play  Ball 

The  nine  must  have  uniforms  in  order  to 
make  the  proper  showing.  We  have  just 
received  our  full  line  of  samples.  It  means  a 
great  deal  to  say  that  the  colors  are  even  pret- 
tier than  those  of  last  season,  but  they  are; 
and  prices  are  no  higher. 

Come  in  and  get  samples  to 
show  the  team.  The  style  book 
this  year  suggests  good  color 
combinations.     Copies  free. 

Complete  suits — cap,  shirt,  belt, 
trousers,  stockings,  and  shoes,  $6,  $8, 
$10,  and  $13.50.  The  $6  and  $8  suits 
are  the  best  we  have  ever  ofifered  at 
that  price. 

Get  in  your  order  early  and 
get  your  suits  early.  Suits  for 
whole  team  lettered  free. 

REINHART,    10    WASHINGTON    AVENUE 

Copy  written  to  fit  an  inexpensive  stock  cut 
Originally  a  double  column  newspaper  advertisement 


i 


THE  APPEAL  OF  PICTURES 

nished  complimentarily;  these  show  the  exact 
design  of  the  hats,  shoes,  etc.,  and  enable  the 
retailer  to  undertake  illustrated  advertising 
at  reasonable  cost. 

National  advertisers  and  advertisers  of  spe- 
cialties must  have  special  illustrations  drawn 
or  photographs  taken  if  they  want  to  intro- 
duce the  picture  element  into  their  announce- 
ments effectively. 

Irrelevant  and  so-called  humorous  illustra- 
tions had  better  be  kept  out  of  advertising. 
The  new  advertiser  is  often  tempted  to  intro- 
duce silly  pictures  or  those  that  have  no  con- 
nection with  the  product  to  be  advertised. 
Occasionally  we  see  reminders  of  illustrations 
that  were  plentiful  enough  a  dozen  years  ago: 
furniture  tumbling  over  Niagara,  illustrating 
"a  flood  of  values  " ;  a  camel  bearing  the  letter- 
ing "a  humping  opportunity."  In  the  hands 
of  the  clever  advertiser  the  himiorous  or  quaint 
picture  may  be  turned  to  good  account,  but 
cheap  wit,  poor  puns,  and  grotesque  figures 
are  dangerous  as  illustrations.  Have  the  il- 
lustration as  attractive  as  possible,  but  let 

83 


N 


^ 


; 


n 


Ml  i 


WRITING  AN  ADVERTISEMENT 

it  have  a  sensible  connection  with  the  subject 
of  the  advertisement.  This  does  not  mean 
that  an  illustration  may  not  be  cute;  many 
illustrations  of  children  are  cute  and  very 

effective. 

As  to  whether  photographic  views  or  draw- 
ings are  the  better,  I  feel  like  replying,  as  the 
little  girl  did  when  asked  whom  she  liked  the 
better,  papa  or  mamma.  She  replied,  "Both." 
Photographs  are  stronger  in  realism,  and  you 
can  usually  get  the  details  faithful  in  photo- 
graphs if  you  have  good  posing.  On  the  other 
hand,  drawings  can  be  staged  better,  so  to 
speak,  and  you  can  put  emphasis  on  the  im- 
portant point  somewhat  better  in  a  drawing. 
Take,  as  an  example,  the  cement  advertisement 
showing  the  two  men  before  the  railroad  bridge. 
It  would  have  been  practically  impossible  to 
secure  the  right  sort  of  photograph  for  this 
advertisement.  In  fact,  the  argument  was 
thought  out  first  and  the  illustration  had  to 
be  made  to  fit  the  idea.  Cuts  made  from  draw- 
ings are  of  more  general  use  than  half-tones 
from  photographs.  But  both  kinds  of  illustra- 

84 


Bringing  Down  100,000  Tons  of 
ALPHA  Cement  Rock 


Tbis  picture  was  taken  at  the  Uftr- 
tin's  Creek  (Pa.)  ALPHA  plant  at 
the  time  of  firinc  lOS  tont  of  dyna- 
mite l^tadfl  in  thirteen  f>-inrh  holes, 
bon-d  I7*>  feet  deep,  down  the  entire 
farrof  the  quarry.  lOO.OriOtons  of  the 
finest  cement  rock  were  dislodged. 

This  rock  bat  just  the  proportions 
(or  a  perfect  Portland  Cement. 

In  CTery  ALPHA  plant  there  is  the 
•tame  rigid  te<^tinR  of  every  boring  and 
the  same  carefu)  mixing  of  the  rock- 
Ifiapertions  of  the  product  are  hourly. 


day  and  nlicht.  ALPHA  chemists  an^ 
chemical  eriKineers  are  real  bosses. 

In  composition,  thoroueh  burning, 
fine  grinding  and  correct  aging 
ALPHA  Portland  Cement  represents 
thehigh-water  mark  of  quality.  Every 
bag  of  ALPHA  is  warranted  to  more 
than  meet  standard  specifications. 

Six  great  plants  on  six  trunk  line 
railroads— one  plant  with  private 
docks  directly  on  the  Hudson.  Daily 
capacity  of  ?S.0<)0  barrels:  storage 
for  ?.00n.000  barrels 


ALPHA  PORTLAND  CEMENT  CO. 

General  Office*:  EASTON.  PA. 

SALES  OFFICES:  N««  York.  Cliicxo.  Phil»d<lphi>.  Pilbburili. 


The  novelty  of  this  illustration  arrests  the  eye 
Size  of  original,  7  X  10  inches 


INTENTIONAL  SECOND  EXPOSURE 


W' 


WRITING  AN  ADVERTISEMENT 

it  have  a  sensible  connection  with  the  subject 
of  the  advertisement.  This  does  not  mean 
that  an  illustration  may  not  be  cute;  many 
illustrations  of  children  are  cute  and  very 

effective. 

As  to  whether  photographic  views  or  draw- 
ings are  the  better,  I  feel  like  replying,  as  the 
little  girl  did  when  asked  whom  she  liked  the 
better,  papa  or  mamma.  She  replied,  "Both." 
Photographs  are  stronger  in  realism,  and  you 
can  usually  get  the  details  faithful  in  photo- 
graphs if  you  have  good  posing.  On  the  other 
hand,  drawings  can  be  staged  better,  so  to 
speak,  and  you  can  put  emphasis  on  the  im- 
portant point  somewhat  better  in  a  drawing. 
Take,  as  an  example,  the  cement  advertisement 
showing  the  two  men  before  the  railroad  bridge. 
It  would  have  been  practically  impossible  to 
secure  the  right  sort  of  photograph  for  this 
advertisement.  In  fact,  the  argument  was 
thought  out  first  and  the  illustration  had  to 
be  made  to  fit  the  idea.  Cuts  made  from  draw- 
ings are  of  more  general  use  than  half-tones 
from  photographs.  But  both  kinds  of  illustra- 

84 


Bringing  Down  100,000  Tons  of 
ALPHA  Cement  Rock 


Thik  picture  was  taken  at  the  Mir- 
tio's  Crrek  (Pa.)  ALPHA  plant  at 
the  time  of  fitinc  ]Q'i  tont  of  dyna 
mite  loadH  in  thirteen  ^-i^rh  holes. 
bored  17<i  feet  deep,  dnwn  the  entire 
fareof  the  quarry.  lOO.Oi^ions  of  the 
finest  cemt-nt  rock  were  dislodged. 

This  rock  h»<  just  the  proportions 
for  a  perfrcl  Portland  Cement. 

In  every  ALPHA  plant  thrre  is  the 
sitnr  riiciil  Irstinic  of  every  btirins  and 
the  same  careful  mixing  of  the  rock. 
Insprcttons  of  the  product  are  hourly. 


day  and  night.  ALPHA  chemists  arMi 
chemical  engineers  are  real  bostei. 

In  composition,  thorough  burning, 
fine  grinding  and  correct  aging 
ALPHA  Portland  Cement  representit 
the  high-water  mark  of  guality.  Every 
bag  of  ALPHA  is  warranled  to  more 
than  meet  standard  specification*. 

Six  great  plants  on  six  trunk-line 
railroads— one  plant  with  private 
docks  directly  on  the  Hudson.  Daily 
capacity  of  25.(H>0  barrels:  storage 
for  lAtrm.OOO  barrels 


ALPHA  PORTLAND  CEMENT  CO. 

General  Offtc«a :  EASTON.  PA. 

SAIXS  OFFICES:  N«w  York.  Chicago.  PhiUdelphU,  PiHaburgk. 
Boston.  Buffalo,  Balltniorv,  Sav 


The  novelty  of  this  illustration  arrests  the  eye 
Size  of  original,  7  X  10  inches 


m 
i 


■ 


I' 

m 


THE  APPEAL  OF  PICTURES 

tions  are  indispensable  in  the  advertising  busi- 
ness. Whether  one  or  the  other  is  the  better 
depends  on  the  particular  thing  or  argument 
to  be  illustrated. 

The  "Big  Blast"  cement  advertisement  fac- 
ing page  84  is  a  first-class  example  of  how  an 
unusual  picture  can  be  introduced  in  order  to 
capture  the  reader's  attention.  Of  course  here 
the  picture  has  nothing  to  do  with  the  quality 
of  the  cement,  but  as  it  shows  some  of  the 
operations  in  cement-making,  it  connects  per- 
fectly with  the  argument  in  the  mortise  of  the 
advertisement.  It  may  be  remarked,  in  pass- 
ing, that  pictures  showing  action  are  generally 
regarded  as  having  more  attractive  value  than 
"still-life  views." 

An  old  rule  among  illustrators  seems  to  be, 
when  you  cannot  get  anything  else  that  is 
better,  show  a  good-looking  woman  or  a  bright 
child.  Both  subjects  are  attractive  in  life,  so 
in  advertising  they  are  used  liberally. 

Just  because,  however,  pretty  women  and 
children  can  be  used  as  attention  factors  in 
many  advertisements,  there  is  a  tendency  to 

85 


199 


11 


WRITING  AN  ADVERTISEMENT 


use  such  illustrations  at  times  when  they  seem 
out  of  place.  A  fire-arms  company  has  re- 
cently used  an  illustration  of  a  smiling  yoimg 
woman  holding  a  repeating  shotgun  out  to  the 
reader.  It  seems  that  the  figure  of  a  hunter 
would  be  more  in  keeping  with  the  atmosphere 
of  a  gun  advertisement.  If  the  advertisement 
were  designed  to  encourage  the  purchase  of  the 
gun  by  women  or  for  women,  the  situation 
would  be  different.  One  of  the  automobile- 
tire  manufacturers  has  long  used  the  picture 
of  an  attractive  young  woman  in  its  magazine 
advertisements  and  window  cards  and  argues 
that  it  attracts  people  just  as  an  attractive 
young  woman  in  a  store  would  draw  attention 
to  herself.  Women  take  a  greater  part  in  au- 
tomobiling  than  they  do  in  himting  or  in  the 
buying  of  tires.  It  seems  that  the  introduc- 
tion of  the  woman  into  a  tire  advertisement 
is  not  nearly  so  pertinent  as  it  would  be  in  ad- 
vertisements of  household  goods  or  complete 
automobiles.  The  association  with  the  latter 
subjects  is  logical. 

One  error  that  the  writer  unused  to  having 

86 


Compels  attention  because  of  its  simplicity  and  directness 
Originally  a  back  cover  page  of  the  Saturday  Evening  Post 


. 


I 


.   % 


THE  APPEAL  OF  PICTURES 


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illustrations  made  is  exceedingly  likely  to  fall 
into  is  that  of  having  the  pictures  show  too 
much.  If  a  vacuum  cleaner  is  to  be  shown  in 
action,  it  is  not  necessary  that  the  parlor  table, 
the  bookcase,  the  andirons,  and  the  cat  be 
shown  in  the  picture.  The  main  feature  of  the 
illustration  should  be  brought  out  strongly 
and  nothing  but  the  most  necessary  details 
included.  The  fewer  the  details,  the  stronger 
the  main  feature  can  be  brought  out.  Study 
the  best  examples  of  human-figure  advertis- 
ing —  particularly  among  the  small  advertise- 
ments —  and  you  will  observe  that  often  only 
a  part  of  the  human  figure  is  included.  We 
do  not  need  to  put  all  of  a  woman's  body 
into  the  picture  to  show  her  using  a  meat- 
chopper; in  fact,  half  of  the  figure  will  do 
well,  if  we  have  her  hands  and  her  face  in 
the  picture.   Refer  again  to  the  cement  ad- 
vertisement entitled  "Is  There  a  Great  Dif- 
ference Among  Portland  Cements.'*"    What 
would  have  been  gained  here  by  including 
the  figures  of  the  men  down  to  the  soles  of 
their  shoes? 

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WRITING  AN  ADVERTISEMENT 

The  Old  Dutch  Cleanser  advertisement  op- 
posite page  86  is  a  remarkably  fine  example  of 
how  the  human  figure  can  be  introduced  into 
an  advertisement  without  at  the  same  time 
bringing  in  parts  of  the  figure  that  are  unnec- 
essary as  illustration.  If  the  entire  figure  of 
the  woman  were  included  in  this  case,  the 
hands  would  have  to  be  much  smaller.  The 
floor-scrubbing  scene  would  then  have  to  be 
subordinated  so  as  to  accommodate  the  full 
figure  of  the  woman.  As  the  advertiser  has  it, 
the  hands  and  face  of  the  woman  stand  out 
strongly,  and  attention  is  focused  directly  on 
the  scrubbing  scene  —  the  thing  that  the 
advertiser  wishes  to  draw  attention  to.  The 
imagination  fills  out  the  remainder  of  the 
picture. 

There  are  probably  no  better  examples  of 
illustrations  of  strong  interest  value  coupled 
with  conciseness  than  the  pictures  in  that  se- 
ries of  Kodak  advertisements  entitled  "There 
is  a  Photographer  in  Your  Town."  One  could 
scarcely  turn  the  page  without  stopping  to 
look  at  the  quaint  picture  of  "Mother"  and 

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INTENTIONAL  SECOND  EXPOSURE 


WRITING  AN  ADVERTISEMENT 

The  Old  Dutch  Cleanser  advertisement  op- 
posite page  86  is  a  remarkably  fine  example  of 
how  the  human  figure  can  be  introduced  into 
an  advertisement  without  at  the  same  time 
bringing  in  parts  of  the  figure  that  are  imnec- 
essary  as  illustration.  If  the  entire  figure  of 
the  woman  were  included  in  this  case,  the 
hands  would  have  to  be  much  smaller.  The 
floor-scrubbing  scene  would  then  have  to  be 
subordinated  so  as  to  acconmiodate  the  full 
figure  of  the  woman.  As  the  advertiser  has  it, 
the  hands  and  face  of  the  woman  stand  out 
strongly,  and  attention  is  focused  directly  on 
the  scrubbing  scene  —  the  thing  that  the 
advertiser  wishes  to  draw  attention  to.  The 
imagination  fills  out  the  remainder  of  the 
picture. 

There  are  probably  no  better  examples  of 
illustrations  of  strong  interest  value  coupled 
with  conciseness  than  the  pictures  in  that  se- 
ries of  Kodak  advertisements  entitled  "There 
is  a  Photographer  in  Your  Town."  One  could 
scarcely  turn  the  page  without  stopping  to 

look  at  the  quaint  picture  of  "Mother"  and 

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THE  APPEAL  OF  PICTURES 


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to  read  about  her  being  a  beauty  in  her  day. 
These  advertisements  were  true  to  life. 

Study  the  Pratt's  Food  advertisement  for 
a  moment.  This  is  a  simple  idea  —  the  enclos- 
ing of  a  message  about  poultry  food  in  the 


SAVE 
ALLCmCKS 

by  feeding  for  the  first 
three  weeks 

PRATTS 
Baby  Chick  Food 

It  carries  them   safely  through  the 
danger  period,   prevents   dilate, 
insures  quick  grovrth  and  early 
maturity. 

.^SM  M  Moaey  Back  Gaar 
>ir  Dealers  El 


-"M-Hnii^.r^ 


A  small  advertisement  that  sticks  out 

outline  of  a  baby  chick,  but  this  illustrative 
feature  made  a  small  advertisement  stand  out 
on  a  page  like  the  proverbial  sore  thumb. 

The  hands  by  themselves  —  used  in  hold- 
ing things,  pointing  to  features,  etc.,  —  have 

89 


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WRITING  AN  ADVERTISEMENT 

been  used  to  good  advantage  by  illustrators. 
There  is  something  very  human  about  a  pair 
of  hands  when  we  catch  sight  of  them  in  a  pic- 
ture, and  we  stop  and  look  to  see  what  it  is  all 
about.  That  well-remembered  Knox  Hat  ad- 
vertisement that  showed  a  Knox  held  by  Colo- 
nel Roosevelt  had  the  striking  view  of  a  hand 
as  well  as  the  personality  of  an  interesting  man 
as  attention-drawing  features. 

Every  one  knows  how  business  details  can 
worry  a  man  and  keep  him  awake.  The  Bur- 
roughs Adding-Machine  Company  wanted  to 
build  an  advertisement  that  pictured  the  woes 
of  a  man  who  did  not  have  an  adding-machine. 
So  they  produced  the  view  of  a  restless  book- 
keeper tossing  on  his  bed  at  midnight  while 
over  him  danced  hob-goblins  made  up  of  col- 
umns of  figures.  As  most  people  have  had  simi- 
lar experiences,  the  illustration  hit  the  mark. 

The  Park  Hill  advertisement  shows  how 
pictures  can  lend  to  copy  tone  that  could 
hardly  be  imparted  by  words,  no  matter  how 
skillfully  written. 

Just  because  an  illustration  is  to  be  a  fea- 

90 


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1 


PARK  HILL 

Oi\-tKe  -Hudsoa 

•*THE  SUBURB  BEAUTIFUL'' 

is  &  completed  and  restricted  community  of  artistic  horfles  and  the  best 
improvements  situated  at  an  elevation  of  300  feet,  overlooking  the  famous 
Palisades  and  the  beautiiiil  Hudson.  •        o        tr 

TSough  thoroughly  protected  from  intrusion  by  its  location,  Park  Hill 
has  within  easy  reach  the  churchcs,schoolsandmarketsofYonkers,  enjoying 
ail  the  protection  and  advantages  of  this  progressive  city  of  70.000  inhab- 
itants. 

In  convenience,  beauty,  healthfulness,  social  life  and  everything  that 
taakes  a  home  location  attractive,  Park  Hill,  "The  Suburb  Beautiful." 
presents  a  combination  of  city  and  country  advantagps  that  cannot  be 
surpassed.  On  the  very  northerly  edge  of  New  York  City,  just  beyond  Van 
Cortlandt  Park,  in  the  direct  path  of  the  city's  greatest  growth,  it  is  reached 
by  3  rapid  transit  lines,  45  minutes  from  the  Battery,  and  30  minutes  from 
the  shopping  districts. 

With  the  extension  of  the  Subway  up  Broadway  and  the  electrification 
of  the  Putnam  Division  of  the  New  York  Central.  Park  Hill  will  enjoy  the 
cheapest  and  best  transportation  service  of  any  suburb  around  New  York, 
free  from  all  annoyance  of  fogs,  ferries,  bridges,  transfers,  tunnels,  etc. 

You  could  want  no  better,  more  attractive,  more  convenient  location 
for  »  real  home,  and  you  could  hardly  find  a  more  desirable  investment. 

The  time  to  buy  to  the  best  advantage  is  now.  Choice  plots  are 
offered  on  easy  terms.  Write  to-day  for  booklet,  map  and  full  inform.ation. 

AMERICAN  REAL  ESTATE  COMPANY 

5th  Avenue  &  44th  Street,  New  York 

503  Night  and  Day  Bank  Bulldiog.  Telephone,  3S86-i8th  Street 


An  unusually  high-grade  example  of  an  illustrated  real-estate  advertisement 
Newspaper  advertisement  reduced  from  three  columns  wide 


\  \ 


INTENTIONAL  SECOND  EXPOSURE 


WRITING  AN  ADVERTISEMENT 

been  used  to  good  advantage  by  illustrators. 
There  is  something  very  human  about  a  pair 
of  hands  when  we  catch  sight  of  them  in  a  pic- 
ture, and  we  stop  and  look  to  see  what  it  is  all 
about.  That  well-remembered  Knox  Hat  ad- 
vertisement that  showed  a  Knox  held  by  Colo- 
nel Roosevelt  had  the  striking  view  of  a  hand 
as  well  as  the  personality  of  an  interesting  man 
as  attention-drawing  features. 

Every  one  knows  how  business  details  can 
worry  a  man  and  keep  him  awake.  The  Bur- 
roughs Adding-Machine  Company  wanted  to 
build  an  advertisement  that  pictured  the  woes 
of  a  man  who  did  not  have  an  adding-machine. 
So  they  produced  the  view  of  a  restless  book- 
keeper tossing  on  his  bed  at  midnight  while 
over  him  danced  hob-goblins  made  up  of  col- 
umns of  figures.  As  most  people  have  had  simi- 
lar experiences,  the  illustration  hit  the  mark. 

The  Park  Hill  advertisement  shows  how 
pictures  can  lend  to  copy  tone  that  could 
hardly  be  imparted  by  words,  no  matter  how 
skillfully  written. 

Just  because  an  illustration  Is  to  be  a  fea- 

90 


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} 


lippaj 


3 1 1  JBjir-'.:^'^  nam  j  If- .. 


■>'i:^-:^"-"v.:^:>  • 


' 


pauk  hill 

Oiv-the  -Hudsoa 

•*THE  SUBURB  BEAUTIFUlT 

is  &  completed  and  restricted  community  of  artistic  horfles  and  the  best 
improveraenU  situated  at  an  elevation  of  300  feet,  overlooking  the  famous 
Palisades  and  the  beautiinl  Hudson. 

Though  thoroughly  protected  from  intrusion  by  its  location,  Park  Hill 
has  wiihin  easy  reach  the  churches,  schools  and  markets  of  Yonkers.  enjoying 
all  »he  protection  and  advantages  of  this  progressiN-e  city  of  70,000  inhab- 
itants. 

In  convenience,  beauty,  healthfulness,  social  life  and  everything  that 
taakes  a  home  location  attractive,  Park  Hill,  "The  Suburb  Beautiful." 
preseata  a  combination  of  city  and  country  advantages  that  cannot  b« 
surpassed.  On  the  very  northerly  edge  of  New  York  City,  just  beyond  Van 
Cortlandt  Park,  in  the  direct  path  of  the  city's  greatest  growth,  it  is  reached 
by  3  rapid  transit  lines,  45  minutes  from  the  Battery,  and  30  minutes  from 
the  shopping  districts. 

With  the  extension  of  the  Subway  up  Broadway  and  the  electrificatioa 
of  the  Putnam  Division  of  the  New  York  Central.  Park  Hill  will  enjoy  the 
cheapest  and  best  transportation  service  of  any  suburb  around  New  York, 
free  from  all  annoyance  of  fogs,  ferries,  bridges,  transfers,  tunnels,  etc. 

You  could  want  no  better,  more  attractive,  more  convenient  location 
for  a  real  home,  and  you  could  hardly  find  a  more  desirable  investment. 

The  time  to  buy  to  the  best  advantage  is  now.  Choice  plots  are 
offered  on  easy  terms.  Write  to-day  for  booklet,  map  and  full  inform.ation. 

AMERICAN  REAL  ESTATE  COMPANY 

Sth  Avenue  &  44th  Street,  New  York 

S03  Night  and  Day  Bank  Bulldiog.  TeUphooe,  3586-38th  Street 


An  unusually  high-grade  example  of  an  illustrated  real-estate  advertisement 
Newspaper  advertisement  reduced  from  three  columns  wide 


I 


THE  APPEAL  OF  PICTURES 

ture  of  your  advertisement,  don't  neglect  the 
part  that  is  to  go  into  type.  Let  both  the 
wording  and  the  picture  be  of  one  hundred 
per  cent  strength  and  fit  into  each  other  har- 
moniously. 


i  I 


^1 


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& 

i 


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XI 


IMAGINATION  IN  ADVERTISING 

Good  advertising  requires  considerable  im- 
agination on  the  part  of  the  writer  and  also  re- 
quires that  the  imagination  of  the  reader  be 
appealed  to. 

We  have  seen  that  the  value  of  language  in 
advertising  depends  on  its  picture-creating 
power.  Before  the  reader  comes  to  the  point 
of  deciding  to  buy  his  Fox  gun  or  his  Overland 
automobile,  there  have  been  created  and  re- 
volved in  his  mind  pictures  of  himself  owning 
and  enjoying  his  gun  or  automobile. 

Imagination  is  a  wonderful  thing.  In  a 
twinkling  it  jumps  hundreds  or  thousands  of 
miles.  It  paints  in  faithful  colors  and  in  great 
detail  anything  in  the  mind  of  the  reader  that 
he  himself  may  will  to  put  there  or  anything 
that  some  one  else  may  suggest  to  him.  When 
we  say  that  "anticipation  is  sometimes  better 

92 


Ifl 


IMAGINATION  IN  ADVERTISING 

than  participation,"  we  are  merely  paying  a 
great  tribute  to  the  power  of  the  imagination 
to  create  pictures. 

A  few  words  rightly  chosen  may  be  enough 
to  start  trains  of  thought  in  a  reader's  mind 
that  will  create  vivid  and  impressive  pictures. 
"As  Imperishable  as  if  cut  out  of  Solid  Stone," 
wrote  some  one,  referring  to  a  reinforced  con- 
crete building.  Immediately  there  arises  be- 
fore the  mind  a  building  hewed  out  of  solid 
stone.  The  words  "Contented  Cows"  puts 
before  those  of  us  who  know  cows  a  picture  of 
sleek  Jerseys  standing  hoof-deep  in  pebbly, 
shady  streams  or  grazing  in  rich  meadows. 

Take  President  Wilson's  "watchful  wait- 
ing" expression  as  an  example  of  suggestive 
language.  It  put  before  the  American  nation 
a  picture  of  a  policy  that  could  not  be  better 
described  in  five  thousand  words.  Its  power  is 
illustrated  by  the  manner  in  which  the  expres- 
sion was  caught  up  and  passed  along  through- 
out the  country  and  perhaps  the  world. 

There  is  great  opportunity  in  advertising 
for  the  man  who  can  write  copy  that  appeals 

93 


I 


I  } 


liii 


1,    ! 


WRITING  AN  ADVERTISEMENT 

strongly  to  the  imagination  —  that  in  a  few- 
words  will  start  trains  of  thought  and  begin 
pictures  that  the  imagination  of  the  reader 
afterwards  completes.  Such  copy  is  econom- 
ical copy,  for  in  a  few  words  it  accomplishes 
as  much  as  hundreds  of  words  of  another  sort 
could  accomplish. 

The  International  Correspondence  Schools* 
style  of  advertising  is  a  fine  example  of  the 
appeal  to  the  imagination.  Pictures  and  head- 
lines are  used  that  strike  home,  that  catch 
attention,  first  of  all,  by  making  the  reader 
feel  that  "that  is  my  case,"  or,  "that  means 
me."    'Are  Your  Hands  Tied?"  is  one  of  the 
best-known  I.  C.  S.  advertisements,  and  it  is 
illustrated  with  a  pair  of  hands  at  the  top  of 
the  advertisement  with  the  wrists  wrapped 
tightly  with  rope.   Having  caught  attention, 
the  text  of  the  advertisement  proceeds  to  draw 
a  picture  of  how  the  man  with  hands  tied,  so 
far  as  ordinary  methods  of  gaining  an  educa- 
tion is  concerned,  may  by  the  home-study 
plan  become  a  free  man.  This  is  an  inspiring 
vision  to  put  before  the  masses  of  people  who 

94 


n  li '  r;fl 


Hands  Tied  ? 

Do  you  want  to  get  on-  SUCCEED 
—earn  more  money  ?  Is  there  a  cer- 
tain line  of  work  in  which  you  think 
you  could  do  better— if  you  only  had 
the  training?  Or  a  certain  kind  of 
position  you  would  like  to  hold- 
only  you  fear  your  "hands  are  tied?" 

Don't  let  your  ambition  die  !  Don't  think 
your  hands  arc  tied  !  Don't  think  that  you 
can't  strike  out  for  advancement  and  success 
— that  you  do  not  dare,  because  you  must 
eke  out  your  daily  bread— that  you  must  go 
on  in  the  same  old  rut  as  long  as  you  live. 

Get  out  of  the  crowd  of  ordinary  un- 
trained men — whose  each  day's  work  puts 
them  no  further  ahead. 

Start  your  advancement  NOW — mark 
the  coupon  with  a  cross  opposite  the  occu- 
pation you  prefer,  mail  it  to-day,  and  let  the 
International  Correspondence  Schools  give 
you  full  information  on  how  they  can  he/p 
yeu  to  succeed — costs  but  postage— you 
incur  no  obligation. 

Simply  let  the  I.  C.  S.  tell  vou  how  they 
can  assist  you  to  become  an  EXPERT  in 
your  chosen  work — in  your  spare  time— at 
home  no  matter  where  you  live  or  how 
little  you  now  earn. 

It's  a  winning  game  for  you — if  you  will 
only  enter. 


^^ 


More  than  400  I.  C.  S.  students  monthly 
VOLUNTARILY  report  increases  in  pay 
due  to  I.  C.  S.  help. 

The  world  owes  you  success  if  you  demand 
it— the  world  owes  you  nothing  if  you  do  not. 
Mark  the  coupon— begin  NOW ! 

This  Coupon  is  for  YOU 

i?te?naTionalcorrespondenFe  schools' 

_     ,  .       B"»       .       SCRANTON,  PA. 

nxplam,  aithont  further  obligation  on  my  pirt.  how 
1  can  qualify  for  the  position  before  which  I  mark  X 


AataMAhii*  RaaalBf 
Minr  Nup^rifllrMtfeat 

Mine  i''or(*man 

llaabiiic,  Kirav  Kiltiar 
laarmr   r«i*lraeti«a 
t  Ivll  Knii:lnr«-r 
Trilllr  Maaahrlariat 

MallunarrUnsliMwr 
Telephone  Expert 
Meelian.  Enir>ne«r 

M'-fkaair-al  braftvaaa 
JUIeotrlcnl  Kniiinrrr 
i:ier.  LIrh  tins  8upi 
Agriculture 
Ele«-lrlc  Kullwara 
ftlraetaral  F.ariae^r 
It.  K.  <'on»truoiioii 
Metal  MInInc 
Encilah  Itranchea 
4ia«  Knrineer 
Foremiin  Plumber 


CItII  Servloe  ,  MruM 
Architect       J  tnmtk 
riiemlat       /i  firnaai 
Laiifruare*/  ( luliaa 
CaMMtrgial  Earl>«h 
Bulldinc  C  ODI  ractor 

Arrkiteetarml  Drallimaa 

In<lu8trlall>esiriilnr 

faaiMrrfial  lllaRtrmliaK 

V%  Indow  Trtnimlnr 
Show  Card  V%  riUnc 

A4v»rti*larltaa 

Menorrapber 
Bookkeeper 
Cmtum  Mualartariat 
Waai^B  Maaafartariac 
Toolniaklnr 
Fouudr>  Work 
Patirm  Makln« 
Blarkninl  thine 
Surveyor 
Poultry  Fannlnc 


Pn««ent  t>crui>atioa 

Street  and  No 

CiW 


.  f»t«te_ 


11^ 


; 


An  advertisement  that  was  published  a  number  of  times  with  excellent  results 

Size  of  original,  5j  X  8  inches 


INTENTIONAL  SECOND  EXPOSURE 


1 

rfsMS 


WRITING  AN  ADVERTISEMENT 

strongly  to  the  imagination  —  that  in  a  few 
words  will  start  trains  of  thought  and  begin 
pictures  that  the  imagination  of  the  reader 
afterwards  completes.  Such  copy  is  econom- 
ical copy,  for  in  a  few  words  it  accomplishes 
as  much  as  hundreds  of  words  of  another  sort 
could  accomplish. 

The  International  Correspondence  Schools' 
style  of  advertising  is  a  fine  example  of  the 
appeal  to  the  imagination.  Pictures  and  head- 
lines are  used  that  strike  home,  that  catch 
attention,  first  of  all,  by  making  the  reader 
feel  that  "that  is  my  case,"  or,  "that  means 
me."    'Are  Your  Hands  Tied?"  is  one  of  the 
best-known  I.  C.  S.  advertisements,  and  it  is 
illustrated  with  a  pair  of  hands  at  the  top  of 
the  advertisement  with  the  wrists  wrapped 
tightly  with  rope.   Having  caught  attention, 
the  text  of  the  advertisement  proceeds  to  draw 
a  picture  of  how  the  man  with  hands  tied,  so 
far  as  ordinary  methods  of  gaining  an  educa- 
tion is  concerned,  may  by  the  home-study 
plan  become  a  free  man.  This  is  an  inspiring 
vision  to  put  before  the  masses  of  people  who 

94 


Are 
YOUR 


Hands  Tied? 

Do  you  want  to  get  on-  SUCCEED 
—earn  more  money  ?  Is  there  a  cer- 
tain line  of  work  in  which  you  think 
you  could  do  better— if  you  only  had 
the  training?  Or  a  certain  kind  of 
position  you  would  like  to  hold— 
only  you  fear  your  "hands  are  tied?" 

Don't  let  your  ambition  die  !  Don't  think 
your  hands  arc  tied  !  Don't  think  that  you 
can't  strike  out  for  advancement  and  succest 
— that  you  do  not  dare,  because  you  must 
eke  out  your  daily  bread— that  you  must  go 
on  in  the  same  old  rut  as  long  as  you  live. 

Get  out  of  the  crowd  of  ordinary  un- 
trained men — whose  each  day's  work  puts 
them  no  further  ahead. 

Start  your  advancement  NOW — mark 
the  coupon  with  a  cross  opposite  the  occu- 
pation you  prefer,  mail  it  to-day\  and  let  the 
International  Correspondence  Schools  give 
you  full  information  on  how  they  can  help 
.!•«  to  succeed— costs  but  postage— you 
incur  no  obligation. 

Simply  let  the  I.  C.  S.  tell  vou  how  they 
can  assist  you  to  become  an  EXPERT  in 
your  chosen  work — in  your  spare  time — at 
home  no  matter  where  you  live  or  how 
little  you  now  earn. 

It's  a  winning  game  for  you— if  you  will 
only  enter. 


More  than  400  I.  C.  S.  students  monthly 
VOLUNTARILY  report  increases  in  pay 
due  to  I.  C.  S.  help. 

The  world  owes  you  success  if  you  demand 
it— the  world  owes  you  nothing  if  you  do  not. 
Mark  the  coupon— begin  NOW  ! 

This  Coupon  is  for  YOU 

'"  WTERNATlO?ALCORRESPONDENrE schools'  "^ 

IT,   1    •       ^J'    .  *_     SCRANTON,  PA. 

can  qualify  for  tha  losition  lufore  which  I  mark  X 


latawakilr  Raular 
U\m*  Haa^riatvadrat 
Mine  Foreman 
llawbiat.  »!»»■  Killiac 
imntrt'tr    raantrurlfaa 
<'ivll  Knjfliieer 
TrKilr  NRNufartoriac 
Matlonarj  Knelneer 
Telephone  F.xpert 
Mcelinn.  Knrlneer 

Mrrhaairal  Urartawaa 
Uectrlcal  Kni.'lneer 
i:iee.  IJrhllnc!^upt 
Agriculture 
I^leetrie  Itnllwaya 

Htrartaral  tiairiarrr 

II.  K.  (onKtruetlon 
Metal  Mlnlnc 
I^:nirli"h  Itranchea 
<ia«  l.iiirllieer 
Foreman  Plumber 


Civil  Service  ,  8»uhk 
Arrhiiect       J  Kr»arti 
Chemist       /<,  emaai 
L.anrua«««/  ( italiaa 
(awB^Kial  Earliak 
B  u  lldl  nr  Con  I  raetor 
Arrkitp^taral  Drallawma 
I  nd  ust  rlalDenlrnlnr 
^oww^rrial  IHaMraliat 

Window  Trlnimlnc 
Show  CanI  Writing 

A4v*rti»iarHaa 

stenorrapher 
Bookkeeper 
t'attMl  ■•■atartarlar 
Waal^a  Maaafaftaria* 
Tooimaklnr 
Found rj'  Work 
Pattern  MnkInc 
BlarkNml  thins 
Surveyor 
Pouliry  Fanning 


Pni«ent  (>rcui«lion 
Street  and  No 


I 2'1 "'""• 


An  advertisement  that  was  published  a  number  of  times  with  excellent  results 

Size  of  original,  5|  X  8  inches 


"I 


i« 


II 


WANiRE  D  I 


"^e  TM30M3TM .'fl  J«1U2 


Waoted-Men  to  FiU  Good  Positions 

The  iNTBRNATiONAt  CORRKSPONDENCE  ScHOOW,  that  great  institu- 
tion that  has  done  so  much  in  the  past  and  is  doing  so  much  every 
minute  for  working  men  and  women,  offers  you  a  direct  and  easy  way 
to  help  yourself  to  a  most  desirable  position  m  the  trade  or  profession 
that  best  suits  your  taste  and  ambition. 

The  I.  C.  S.  plan  enables  you  to  help  yourself  right  where  you  are, 
without  losing  an  hour's  work  or  a  dollar  of  pay  ;  without  changing 
positions  until  you  are  ready  to  step  into  the  one  you  desire ;  without 
obligating  you  to  pay  more  than  your  present  salary  will  afford  no 
matter  how  small  it  is. 

Special  SeU-HeI|i  Offer— Start  Now! 

To  assist  those  who  have  been  hesiuting,  the  I.  C.  S.  has  inaugu- 
rated the  most  remarkable  plan  of  self-help  ever  conceived. 

Between  May  15th  and  July  ist,  everyone  asking  for  information 
will  be  entitled  to  a  special  discount  if  they  decide  to  enroll.  This 
gives  you  every  advantage  the  I.  C.  S.  has  to  offer  at  a  cost  so  small 
and  terms  so  easy  that  the  last  barrier  is  removed. 

There  is  absolutely 


no  charge  for  in/or- 
mation.  Simply  select 
from  the  list  the  kind  of 
occupation  you  prefer, 
writing  a  postal  card  to 
the  Internationai, 
Correspondence 
Schools,  asking  how 
you  can  become  a  suc- 
cess in  that  position. 
By  return  mail  you  will 
receive  books,  litera- 
ture and  helpful  advice 
that  will  surprise  you. 
Write  the  postal 
card  to-day.  INTER- 
NATIONAL Corres- 
pondence Schools, 
Box  ii98,Scranton,Pa. 


Here  is  a  List  of 
Good  Positions 

Select  tlie  one  you  prefer,  write  a  postal  to 
The   International   Correspondence  Schools,   BoxllM 
Scranton,  Pa.,  and  ask  how  you  can  qualify  to  fill  it 
at  a  gooil  salary. 

Be  sure  and  mention  the  position  you.  prefer: 

Bookkeeper  Mechanical  Drjftiman 

Stcnofrapher  Forcnian  Plumber 

Advertjicment  Writer  tlec.  Lighting  Supt. 


Show  Card  Writer 
Window  Trimmer 
Commercial  Law  for 

Stenogiaphers 
Illuitrator 
Civil  Serrice 
Chemiit 

Textile  Mill  Supt. 
Llectrician 
E.lec.  Cnfineer 


Mechan.  Lngincer 
Surveyor 
Stationary  Lngineer 
Civil  Lngineer 
Building  Contractor 
Architect '1  Draftiman 
Architect 

Structural  Engineer 
Bridge  Lngineer 
Mining  Lngineer  ■ 


I 


Strong  in  human  interest 
Magazine  page  reduced 


INTENTIONAL  SECOND  EXPOSURE 


WANiRED  I 


n 


e  Tii3o>'iTii '"•  I'iu-' 


Waoted-Men  to  Fill  Good  Positions 

The  International  Corrbspondence  Schools,  that  great  institu- 
tion that  has  done  so  much  in  the  past  and  is  doing  so  much  every 
minute  for  working  men  and  women,  offers  you  a  direct  and  easy  way 
to  help  yourself  to  a  most  desirable  position  in  the  trade  or  profession 
that  best  suits  your  taste  and  ambition. 

The  I.  C.  S.  plan  enables  you  to  help  yourself  right  where  you  are, 
without  losing  an  hour's  work  or  a  dollar  of  pay  ;  without  changing 
positions  until  you  are  ready  to  step  into  the  one  you  desire ;  without 
obligating  you  to  pay  more  than  your  present  salary  will  afford  no 
matter  how  small  it  is. 

Special  Selt-Heli)  Offer— Start  Now! 

To  assist  those  who  have  been  hesitating,  the  1  C.  S.  has  inaugu- 
rated lAe  most  remarkable'  plan  of  self-help  ever  conceived. 

Between  May  15th  and  July  1st,  everyone  asking  for  information 
will  be  entitled  to  a  special  discount  if  they  decide  to  enroll.  This 
gives  you  every  advantage  the  I.  C.  S.  has  to  offer  at  a  cost  so  small 
and  terms  so  easy  that  the  last  barrier  is  removed. 

There   is  absolutely 


no   charge  for   infor- 
mation.   Simply  select 
from  the  list  the  kind  of 
occupation  you  prefer, 
writing  a  postal  card  to 
the    International 
Correspondence 
Schools,   asking  how 
you  can  become  a  suc- 
cess in  that  position. 
By  return  mail  you  will 
receive  books,    litera- 
ture and  helpful  advice 
that  will  surprise  you. 
Write     the     postal 
card  to-day.      Inter- 
national   Corres- 
pondence   Schools, 
Box  ii98,Scranton,P«. 


Here  is  a  List  of 
Good  Positions 

Select  the  one  yoti  prefer,  write  a  postal  to 
The  Inlernatlonal  Correspondence  Schools,  BoxllM  . 
Scranlon,  Pa.,  and  ask  liow  you  can  qualify  to  till  it 
at  a  j,'()o(l  salary. 

lie  sure  and  mention  the  pmition  you  prefer : 

Bookkeeper 
Stenographer 
Advertisement  Writer 
Show  Ciia  Writer 


Window  Trimmer 
Commercial  Law  for 

Stcnogiaphen 
Illustrator 
Civil  Service 
Chemist 

Textile  Mill  Supt. 
electrician 
Llec.  Lnfineer 


Mechanical  Draftsman 
Torcman  Plumber 
Llec.  Lightinji  Supt. 
Mechan.  Lngineer 
Surveyor 

Stationary  E-ngineer 
Civil  engineer 
Building  Contractor 
Architect'I  Draftsman 
Architect 

Structural  Lngineer 
Bridge  Lngineer 
Mining  Lngineer 


Strong  in  human  interest 
Magazine  page  reduced 


IMAGINATION  IN  ADVERTISING 

are  dependent  on  their  weekly  wages  and  who 
in  reality  have  their  hands  tied. 

"Wanted"  is  another  strong  I.  C.  S.  head- 
line, accompanying  which  is  a  view  of  an 
empty  office  chair.  This  tells  the  whole  story 
of  the  lack  of  men  for  big  positions  —  a  truth 
that  every  well-informed  man  at  heart  ac- 
knowledges. 

To  draw  in  the  reader's  mind  pictures  of 
pleasure  and  comfort,  of  happy  homes,  of  ap- 
petizing foods,  stylish  clothes,  satisfying  tools 
and  the  like  —  this  is  the  task  of  the  ad-writer 
who  would  draw  large  compensation  for  his 
labors!  But  he,  too,  must  have  imagination, 
for  though  he  may  understand  the  value  of 
every  word  in  the  dictionary,  he  cannot  use 
them  in  painting  pictures  that  he  does  not  first 
see  in  his  own  imagination.  No  man  who  can- 
not see  in  his  own  mind  the  rare  sport  of 
coming  up  behind  a  setter,  rigid  as  a  statue 
as  he  points  the  place  where  lies  the  partridge; 
whose  heart  does  not  thump  at  the  sight  of 
the  great  brown  bird  hurtling  up  through  the 
brush  and  soaring  off  down  the  hillside;  whose 

95 


4 


WRITING  AN  ADVERTISEMENT 

nostras  do  not  in  imagination  catch  the  tang 
of  the  powder  as  the  quick  roar  of  the  gun 
rings  out  and  the  heavy  bird,  with  feathers 
cut  loose  and  drifting  lazily  off ,  goes  headlong 
to  the  ground,  can  ever  draw  vivid  pictures 
of  hunting  joys  for  others. 

He  who  can  see  in  a  Thermos  bottle  only  a 
vacuum  affair  with  non-conducting  walls  to 
keep  out  hot  or  cold  for  several  days  will  never 
make  a  good  copy-writer.   He  must  be  able  to 
see,  in  his  mind's  eye,  what  a  Thermos  filled 
with  cold  lemonade  means  on  the  picnic  or  on 
the  dusty  roadside  as  the  machine  is  stopped 
for  a  look  into  the  hamper  of  grub.  He  must 
be  able  to  appreciate  the  comfort  the  Thermos 
is  to  the  mother  on  a  cold  winter  night  when 
the  milk  is  readyfor  the  little  one  without  the 
bother  of  getting  up  and  heating  the  bottie. 

The  following  introduction  to  a  Thanksgiv- 
ing grocery-store  list  of  offermgs  was  written 
by  a  young  student  of  advertising  who  a  few 
weeks  prior  had  no  knowledge  of  the  business 
of  writing.  It  shows  how  atmosphere  can  be 

created  even  by  a  novice: 

96 


I 


IMAGINATION  IN  ADVERTISING 

Thanksgiving,  Home  day  of  feast  and  fun! 
Sir  Gobbler  struts  no  more,  but  king  at  last, 
brown-roasted  and  bursting  with  royal  dress- 
ing,—  fragrant,  spicy  and  savory,  —  for  his 
brief  hour  he  reigns,  the  center  of  attraction. 

No  wonder  youngsters,  pop-eyed  with  hungry 
longing,  are  almost  too  eager  to  wait. 

From  orchards  "way  back  on  the  farm"  come 
rosy,  juicy  apples.  Then  there  are  vegetables, 
piping  hot,  crisp  celery,  golden  pumpkin  pies 
and  crinkly-crusted  mince  ones,  tart  cranberry 
sauce  as  of  yore,  and  smoking  fruit-puddings. 

Candies  for  a  sweet  tooth  and  nuts  to  crack 
with  jest  and  story  —  such  goodies  once  more 
make  children  of  us  all.  We  don't  want  to  miss 
them. 

We've  gathered  all  these  toothsome  things 
here  from  the  markets  of  the  world,  and  the 
variety  is  big  enough  for  every  appetite  and 
purse. 

Let  them  call  you  a  dreamer  if  they  will, 
but  take  comfort  in  the  fact  that  they  who  cut 
new  paths  in  advertising  efforts  are  those  who 
dream  dreams  and  see  visions. 

When  you  put  an  advertisement  before  a 
superior  for  consideration  or  approval,  it  is 
best  to  make  it  as  complete  as  possible.  Some 

97 


4« 


WRITING  AN  ADVERTISEMENT 

people  have  little  imagination  and  will  not 
be  able  to  grasp  what  you  really  intend  to 
advertise  unless  the  layout,  or  diagram  of  your 
argument,  illustration,  etc.,  is  fairly  complete. 
Because  this  is  true,  advertising  agencies  some- 
times go  so  far  as  to  set  advertisements  up  in 
type  and  submit  first-class  proofs. 


XII 


STYLE,  AND   STRENGTH  OF  APPEALS 
Le  style  c'est  Thomme  (The  style  is  the  man  himself). 

BUFFON. 

I  HAVE  seen  many  baseball  pitchers  pitch 
and  many  tennis  players  serve,  but  I  have 
never  seen  two  that  brought  their  arms  over 
in  precisely  the  same  way.  Every  man  has 
some  little  movement  all  his  own,  and  no  one 
of  them  could  perhaps  swing  or  strike  just  as 
some  one  else  does,  and  play  as  well  as  usual. 

It  IS,  therefore,  undertaking  a  great  deal 
when  one  attempts  to  lay  down  anything  but 
the  most  fundamental  prmciples  in  discussing 
style  in  composition.  One  of  the  most  striking 
newspaper  stories  written  for  the  New  York 
papers  during  the  last  ten  years  was  the  story 
of  the  murder  of  a  policeman  which  was  told 
almost  entirely  in  the  language  of  his  Irish 
mother.  That  narrative  was  wholly  outside 
of  all  accepted  rules  and  styles  of  newspaper 

99 


^ 


!li       " 


i 


WRITING  AN  ADVERTISEMENT 

writing,  and  still  it  was  admirable  work.  One 
of  the  most  popular  books  of  the  present  gen- 
eration appeared  in  the  form  of  the  letters  of 
one  man  to  a  younger  man.  Not  every  writer 
can  write  a  successful  book  in  just  that  style. 
Furthermore,  when  many  books  written  in 
that  style  are  appearing,  the  style  loses  its 
effectiveness. 

A  New  York  writer  some  years  ago  wrote 
an  imusual  advertisement  on  the  printing- 
press,  in  which  the  personified  printing-press 
told  its  own  story,  beginning  with  the  dec- 
laration, "I  am  the  Printing-Press,"  as  a 
heading.  Immediately  other  "I  am"  adver- 
tisements began  to  spring  up  over  the  country 
until  the  writers  and  publishers  of  them  began 
to  receive  derision. 

There  is  little  need  of  discussing  another  ob- 
vious truth,  that  the  style  of  the  copy-writer 
must  be  adapted  to  the  subject.  He  cannot 
write  of  small  boys'  clothes  in  the  same  style 
that  he  would  write  of  stocks  and  bonds.  He 
cannot  sell  cemetery  lots  and  cigars  with  the 
same  style  of  copy.   Nor  can  the  mail-order 

ICO 


STRENGTH  OF  APPEALS 


advertiser  of  cheap  jewelry  advertise  success- 
fully by  methods  that  would  be  entirely  appro- 
priate for  Tiffany  &  Co.,  the  famous  New 
York  jewelers. 

There  is  one  sure  thing,  however,  about 
this  subject  of  style,  and  that  is,  that  the 
writer  must  be  able  to  produce  matter  that 
IS  interesting  to  his  group  of  readers.  If  he  is 
able  to  command  the  coveted  favorable  atten- 
tion and  interest,  it  matters  little  what  the 
style  is. 

The  formal  announcements  of  Tiffany  & 
Co.,  the  well-known  New  York  jewelry  house, 
are  probably  just  as  effective  in  their  concise, 
hand-lettered,  all-capitals  style  as  is  the  bree2y 
conversational  talk  of  Herbert  Shivers  and 
the  Prince  Albert  tobacco  people  to  their  re- 
spective "audiences."  It  is  easy  to  criticize 
and  to  give  reasons  why  certain  advertise- 
ments should  be  different  from  what  they  are. 
Much  of  this  criticism  is  well  founded,  because 
there  still  exists  a  great  deal  of  very  poor  ad- 
vertising; but  considerable  criticism  that  is 
apparently  logical  is  based  on  a  mere  personal 

lOI 


WRITING  AN  ADVERTISEMENT 

point  of  view.  Time  and  again  the  caustic 
and  humorous  criticism  shoots  wide  of  the 
mark,  for  the  very  good  reason  that  the  critic 
does  not  know  enough  of  the  inside  workings  of 
the  advertising  campaign  to  criticize  intelli- 
gently.   Who,  outside  of  the  photographic 
business,  for  example,  is  in  a  position  tp  know, 
without  painstaking  investigation,  the  value 
of  that  series  of  Kodak  advertisements  which 
told  nothing  about  the  Eastman  product,  but 
which  encouraged  the  taking  of  frequent  pho- 
tographs and  wound  up  with  "There  is  a 
photographer  in  your  town"?   It  is  evident 
that  the  advertiser  was  aiming  to  cultivate 
the  good-will  of  photographers  and  photo- 
graphic dealers  by  this  advertising,  and  maybe 
the  good-will  thus  cultivated  was  well  worth 
the  money  expended.  The  critic  of  advertise- 
ments should  proceed  with  caution  and  with 
breadth  of  view.  More  than  one  gleeful  fault- 
finder has  come  to  grief  when  he  attempted 
to  improve  the  pulling  power  of  some  homely- 
looking  advertisement  that  possessed  unsus- 
pected strength  of  appeal.   The  business  of 

1 02 


m 


STRENGTH  OF  APPEALS 

the  critic,  it  is  said,  requires  less  capital  than 
any  other  business  or  profession !  If  he  really 
has  "capital"  —  the  brains  with  which  to 
make  the  advertising  dollar  bring  a  better  re- 
turn—  the  advertising  field  has  plenty  of 
room  and  plenty  of  need  for  his  services.  Lack- 
ing such  capital,  he  does  well  to  amuse  himself 
in  fields  other  than  that  of  the  mail-order  — 
to  pick  advertisements  whose  value  is  a  matter 
of  opinion  anyhow  rather  than  those  that  are 
keyed  or  checked. 

There  is  another  sure  thing  in  connection 
with  style.  A  writer  cannot  command  favor- 
able interest  and  make  a  good  impression  un- 
less he  is  natural  and  sincere.  We  are  wiser 
than  we  can  explain,  and  the  writer  who  is 
superficial,  unnatural,  or  insincere  is  more  than 
likely  to  betray  himself  and  defeat  his  own 
purposes.  There  is  still  considerable  adver- 
tising that  could  properly  be  referred  to  as 
clever,  but  smart  writing  in  the  advertising 
business  Is  waning.  In  our  shopping  we  are 
fearful  of  being  cheated  by  the  salesman  who 
is  too  smart,  and  we  do  not  care  to  deal  with 

103 


ii 


WRITING  AN  ADVERTISEMENT 

those  who  are  fresh.  It  is  somewhat  the  way 
with  printed  salesmanship.  As  the  George 
Batten  Company  has  said,  the  most  important 
purpose  of  the  advertisement  is  to  be  believed, 
One  may  be  bright,  picturesque  and  cheerful, 
and  even  breezy,  if  the  subject  permits,  but 
he  must  be  natural  and  sincere  if  he  is  to  make 
the  desired  eilect  on  readers  generally. 

The  so-called  "breezy  style"  of  composition 
has  many  admirers,  and  it  is  well  adapted  to 
some  subjects.  Men's  clothing,  tobacco,  and 
commodities  of  this  sort  are  written  about 
attractively  in  a  breezy  and  even  slangy  style. 
But  it  goes  without  saying  that  this  style  can- 
not be  applied  to  every  subject. 

Says  Mr.  George  L.  Dyer:  "When  Caesar 
spoke,  the  people  said,  'How  great  is  Caesar.* 
When  Demosthenes  spoke,  they  said,  'Let  us 
go  against  the  Macedonians.'  "  It  may  be 
worth  very  little  to  have  a  reader  exclaim  — 
"What  a  clever  advertisement!"  What  we 
want  them  to  say  is,  "There  is  something  that 
I  want  to  buy!"   Subordinate  the  writer  and 

play  up  the  product. 

104 


STRENGTH  OF  APPEALS 

Realistic  descriptions  are  needed,  but  if  the 
writer  overreaches  and  tries  to  make  the 
reader  believe  that  every  tomato  used  in  the 
making  of  Smith's  Tomato  Soup  is  picked  at 
sunrise  while  the  dew  is  on  the  vines,  and  is 
inspected  carefully  for  faults  by  an  expert,  the 
argument  becomes  unbelievable  and  ineffect- 
ive with  thoughtful  people. 

The  earnest,  frank  salesman  seems  to  com- 
mand our  interest  and  confidence  without 
effort  and  without  realization  on  our  part  that 
he  is  selling  something  to  us.  He  seems  rather 
to  be  helping  us  to  find  out  something  that  we 
really  want  to  know  or  ought  to  know.  It  is 
much  the  same  way  in  advertising.  The  ad- 
vertisement must  be  distinctive  enough  to 
catch  attention,  but,  in  general,  the  most  win- 
ning copy  is  that  which  rings  true  as  to  natural- 
ness and  sincerity.  This  is  not  a  mere  tribute 
to  honest  advertising  nor  only  a  personal  opin- 
ion. An  increasing  number  of  advertising  men 
are  of  this  mind.  One  of  the  largest  adver- 
tising agencies,  the  Taylor-Critchfield-Clague 
Corporation  of  Chicago,  has  issued  a  treatise 

105 


WRITING  AN  ADVERTISEMENT 


'^1" 


on  "Sincerity  First,"  from  which  the  follow- 
ing extracts  are  quoted:  — 

The  big  fact  is  that  sincerity  —  one  of  the  least- 
referred-to  qualities  in  advertising  —  outshines 
them  all.    The  world  is  just  coming  to  realize  this. 

Frauds,  snares,  published  forms  of  graft,  are 
being  weeded  out  by  wholesale.  But  insincerity 
goes  deeper  —  spreads  farther.  It  is  the  most  costly 
error  in  advertising. 

We  honestly  believe  that  more  campaigns 
have  been  wrecked  by  manifest  exaggeration  in 
copy  and  salesmanship  —  by  insincerity  —  than 
by  any  other  cause. 

We  believe  that  a  single  false  note  often  has 
turned  the  public  wholly  against  an  advertised 
product. 

Advertising  is  personality  in  print.  Please  get 
the  full  force  of  that. 

Your  advertising  either  reflects  or  distorts 
your  character  —  the  character  of  your  business. 
What  you  say  to  a  thousand  is  exactly  one  thou- 
sand times  as  important  as  what  you  say  to  one. 

Can  you,  who  consider  your  personal  word 
your  bond  when  dealing  with  an  individual,  per- 
mit your  advertising  to  multiply  to  hundreds  of 
thousands  the  impression  of  insincerity,  exag" 
geration,  bluff,  bluster,  and  buncombe? 

The  florid,  fluent  salesman  who  exaggerates 
the  facts  does  not  compare  in  sales  force  with 

1 06 


STRENGTH  OF  APPEALS 

the  quiet  sincere  chap  who  gets  believed.  And 
the  bombastic,  blatant  advertisement  fails  in 
comparison  with  simple,  earnest  copy  that  has 
sincerity  shining  right  out  of  it. 

To  have  a  forceful  appeal,  copy  should  be 
reasonably  logical.  I  say  "reasonably,"  be- 
cause I  believe  that  the  reading  public  makes 
considerable  allowance  for  an  advertiser's  en- 
thusiasm and  does  not  take  literally  all  state- 
ments made.  For  example,  no  one  believes 
that  Sapolio  ever  made  a  "Spotless  Town." 
In  this  case  a  clever  advertiser  has  merely  cre- 
ated a  mythical  town  and  associated  his  clean- 
ing preparation  with  it.  His  creation  is  an 
appeal  to  the  imagination,  and  readers  enter 
into  the  story  good-naturedly,  as  people  do 
at  a  play.  They  do  not  feel  that  they  have 
been  deceived  because  conditions  are  idealized. 
Some  one,  arguing  against  all  deceptive  state- 
ments, has  cited  the  claim  of  the  IngersoU 
watch  that  it  "made  the  dollar  famous"  and 
declared  that  the  claim  is  an  untruth  —  that 
the  dollar  was  famous  long  before  the  watch 
was!  This  reasoning  shows  little  discernment 

107 


WRITING  AN  ADVERTISEMENT 

of  the  public  mind.  That  the  dollar  was  fam- 
ous before  dollar-watches  were  ever  made  does 
not  lessen  the  probability  that  the  Ingersoll 
product  has  made  the  dollar  more  famous  so 
far  as  its  purchasing  power  is  concerned,  and 
it  seems  little  short  of  ridiculous  to  argue  that 
the  claim  is  a  deceptive  one.  It  is  likely  that 
nine  thousand,  nine  hundred  and  ninety-nine 
readers  out  of  ten  thousand  would  good-na- 
turedly concede  to  R.  H.  Ingersoll  &  Bro.  the 
right  to  feel  and  state  that  their  watch  has 
made  the  dollar  famous. 

Yet  if  we  go  too  far  away  from  the  path  of 
reason,  there  is  real  danger  that  the  reader  will 
sense  the  lack  of  logic  in  the  argument.  Lately 
there  appeared  a  dentifrice  advertisement  en- 
titled "A  Moral  from  the  Movies,"  a  novelty 
so  far  as  form  goes  and  imdoubtedly  of  strong 
attractive  value.  Progressive  scenes  were 
shown  just  as  in  a  moving-picture  show.  As  the 
story  goes,  the  hero  was  careful  to  buy  the  ad- 
vertiser's dentifrice  and  to  keep  his  teeth 
and  digestion  in  good  order.  When  the  college 

game  came  off,  the  regular  pitcher  of  the  baU 

io8 


STRENGTH  OF  APPEALS 

team,  having  neglected  his  teeth  and  conse- 
quently his  digestion,  made  a  poor  showing 
and  had  to  be  taken  out.  The  hero  was  put  hi 
and  won  the  game.  Hurrah  for  our  dentifrice! 
It  is  a  rather  far  cry  from  the  beginning  to  the 
sequel  of  this  story,  and  it  is  a  question  whether 
the  advertisement  meets  the  requirement  here- 
tofore put  down  as  the  most  important  —  that 
It  be  believed.  It  is  a  matter  of  opinion,  for  no 
one  can  accurately  gauge  the  effect  of  this  par- 
ticular advertisement.  At  the  same  time,  it 
is  certainly  well  for  an  ad-writer  always  to 
question  whether  or  not  the  story  or  the  argu- 
ment that  he  puts  before  the  public  will  be 
received  as  being  true  to  life  or,  if  an  ideal,  as 
a  reasonable  ideal.  If  in  doubt,  it  is  best  to 
change  to  some  other  appeal  that  he  Is  certain 
will  be  both  received  and  believed. 

Some  advertising,  particularly  that  of  low- 
priced  sUple  articles,  depends  on  a  catchy 
form  of  appeal,  which  may  be  cute,  lively  or 
even  amusmg.  "Fish  bite  while  the  East  is 
gray;  Big  Ben  will  get  you  on  your  way"  — 
Is  a  fair  specimen  of  a  number  of  advertise- 

109 


f! 


WRITING  AN  ADVERTISEMENT 

ments  of  an  alarm  clcDck  that  has  won  prestige 
and  large  sales  by  this  distinctive  style  of 
publicity.  Giving  the  clock  an  attractive 
name  and  describing  its  service  by  catchy 
references  to  the  early-rising  habit,  the  morn- 
ing bath,  being  at  the  office  on  time,  etc.,  earned 
for  the  advertising  an  interest  that  could  never 
have  been  secured  by  tame  presentations  of 
the  service  of  an  alarm  clock.  It  will  be  ob- 
served that  all  of  these  Big  Ben  truisms  deal 
with  familiar  subjects;  the  reader  is  likely  to 
say  or  thmk,  "That'$  right."  So,  the  Big  Ben 
publicity  is  an  illustration  of  the  value  of  na- 
turalness as  well  as  of  a  catchy  form  of  appeal. 
:  Perhaps  no  product  was  ever  advertised 
more  catchily  than  Sapolio.  Most  verse  adver- 
tismg  is  poor  and  a  sign  of  the  novice.  But 
Sapolio  advertising  proved  to  be  the  exception 
to  the  rule.  The  clever  verses  caught  the  pub- 
lic eye  generally  and  doubtless  commanded 
more  attention  than  any  plain  statement  of  the 
merits  of  the  product  could  ever  have  done. 
The  advertisement  facing  this  page  is  a  fair 
example  of  the  Sapolio  street-car  card  series. 

no 


This  brilliant  man  walks  up  and  down 
Upon  the  streets  of  Spotle5.s  Town. 
The  jflitter  of  his  shininjf  star 
Arrests  attention  irom  afar. 
It  lijrhts  the  beat  and  jjocs  to  show- 
That  naugltt  can  beat 

SAPOLIO 


Reduced  street-car  card.     One  of  the  few  examples  of 
successful  verse  advertising 


Much  trouble  is  saved  by  paying  bills  with 
checks. 

The  check  acts  as  a  receipt  for  payment. 

Put  your  money  in  the  Dime  Bank,  subject 
to  check,  and  avoid  ugly  disputes. 


"I  certainly  paid  that!" 

"Beg  your  pardon,  you  didn't!" 

"But  I'm  sure  I  did!" 

Don't  rely  on  memory! 

You  can  prove  that  you  pay  your  bills  if 
you  pay  by  check. 

Put  your  money  in  the  Dime  Bank,  pay  by 
check,  and  avoid  ugly  disputes. 


i 
I 


Observe  how  the  change  from  the  tame  language  of  Example  i 
to  the  chatty  style  of  Example  2  strengthens  the  interest  value 

These  advertisements  are  also  reduced  street-car  cards 


INTENTIONAL  SECOND  EXPOSURE 


WRITING  AN  ADVERTISEMENT 

ments  of  an  alarm  clock  that  has  won  prestige 
and  large  sales  by  this  distinctive  style  of 
publicity.  Giving  the  clock  an  attractive 
name  and  describing  its  service  by  catchy 
references  to  the  early-rising  habit,  the  morn- 
ing bath,  being  at  the  office  on  time,  etc.,  earned 
for  the  advertismg  an  interest  that  could  never 
have  been  secured  by  tame  presentations  of 
the  service  of  an  alarm  clock.  It  will  be  ob- 
served that  all  of  these  Big  Ben  truisms  deal 
with  familiar  subjects;  the  reader  is  likely  to 
say  or  thmk,  "That's  right."  So,  the  Big  Ben 
publicity  is  an  illustration  of  the  value  of  na- 
turalness as  well  as  of  a  catchy  form  of  appeal. 
:  Perhaps  no  product  was  ever  advertised 
more  catchily  than  Sapolio.  Most  verse  adver- 
tising is  poor  and  a  sign  of  the  novice.  But 
Sapolio  advertising  proved  to  be  the  exception 
to  the  rule.  The  clever  verses  caught  the  pub- 
lic eye  generally  and  doubtless  commanded 
more  attention  than  any  plain  statement  of  the 
merits  of  the  product  could  ever  have  done. 
The  advertisement  facing  this  page  is  a  fair 
example  of  the  Sapolio  street-car  card  series. 

no 


This  brilliant  man  walks  up  and  down 
Upon  the  streets  of  Spotless  Town. 
Tho  jrlittcr  of  his  shininjf  star 
Arrcst.s  attention  from  afar. 
It  Hjfhts  the  beat  and  Roes  to  show- 
That  nauj^ht  can  beat 

SAPOLIO 


Reduced  street-car  card.     One  of  the  few  examples  of 
successful  verse  advertising 


Much  trouble  is  saved  by  paying  bills  with 
checks. 

The  check  acts  as  a  receipt  for  payment. 

Put  your  money  in  the  Dime  Bank,  subject 
to  check,  and  avoid  ugly  disputes. 


"I  certainly  paid  that!" 

"Beg  your  pardon,  you  didn't!" 

"But  I'm  sure  I  did!" 

Don't  rely  on  memory! 

You  can  prove  that  you  pay  your  bills  if 
you  pay  by  check. 

Put  your  money  in  the  Dime  Bank,  pay  by 
check,  and  avoid  ugly  disputes. 


i 


Observe  how  the  change  from  the  tame  language  of  Example  i 
to  the  chatty  style  of  Example  2  strengthens  the  interest  value 

These  advertisements  are  also  reduced  street-car  cards 


I 

I 


iH 


STRENGTH  OF  APPEALS 

It  is  well  to  observe  that  most  of  the  success- 
ful catchy  style  of  advertising  has  dealt  with 
low-priced  articles.  It  would  be  hazardous  for 
the  advertiser  of  such  commodities  as  insur- 
ance, automobiles,  bonds,  engines,  etc.,  to 
attempt  being  clever  or  cute,  for  the  considera- 
tion of  these  commodities  is  too  serious  a  mat- 
ter to  admit  of  very  light  treatment. 

Some  one  has  compared  styles  in  adver- 
tising in  the  following  manner: — 

Ancient  Style:  Jones'  Hats. 

Mediaeval  Style:  Jones'  Hats  are  Best. 

Modern  Style:  Jones'  Hats  are  best  because, 
etc.  (giving  reasons). 

Most  Modern  Style:  Wear  a  Jones  Hat.  They 
are  best  because  (giving  reasons),  and  they  may 
be  obtained  from  (giving  name  of  dealer). 

The  large  amoimt  of  advertising  that  merely 
affirmed  superiority  for  the  product  or  service 
without  giving  reasons  that  appealed  to  a  logi- 
cal mind  was  sure  in  time  to  cause  the  creation 
of  another  style  of  advertising.  This  new  style 
was  not  altogether  new,  but  It  was  much 

talked  about  some  eight  or  ten  years  ago, 

III 


i 


\ 


WRITING  AN  ADVERTISEMENT 


» 


LflU 


^^m 

^^m 


m 


when  it  was  referred  to  as  "reason-why  copy. 
Such  names  as  "data-built  copy"  were  also 
used.  Mr.  John  E.  Kennedy  was  a  stanch 
advocate  of  the  "reason-why  advertisement." 
Mr.  Kennedy  was  and  is  a  genius  for  digging 
up  strong  selling  argument  and  for  putting 
this  argument  into  convincing  language. 
His  missionary  work  in  the  cause  of  adver- 
tisements that  give  the  "  reason  why  "  bore 
good  fruit,  though  it  seems  likely  that  for  a 
time  some  ad-writers  erred  in  the  direction 
of  trying  to  throw  too  many  reasons  into  the 
reader's  face  at  once  and  in  too  forcible  a 
manner.  Some  advertisements  must  gain  en- 
trance into  the  reader's  mind  quietly  and  by 
the  easiest  way.  To  attempt  to  carry  the  bat- 
tle by  storm  with  an  imposing  array  of  selling 
argument  may  be  to  fail  altogether.  It  may 
be  expedient  to  run  a  series  of  advertisements 
with  only  one  selling  point,  or  perhaps  two 
selling  points  in  each,  in  preference  to  running 
a  great  deal  of  argument  in  one  advertise- 
ment. Indeed,  an  advertisement  may  be  a 
real  "reason-why  advertisement"  while  at 

112 


STRENGTH  OF  APPEALS 


the  same  time  being  concise.  A  painted  sign 
may  advertise,  "Alpha,  the  Hourly  Tested 
Portland  Cement."  In  these  six  words,  a  good 
reason  for  purchasing  the  cement  is  given  — 
that  it  is  tested  hourly. 

A  great  deal  of  copy  is  very  properly  of  the 
"atmospheric"  or  "suggestive"  variety  — 
that  is,  advertisements  that  by  apt  illustra- 
tion and  skillful  text  cause  the  reader  to  get 
a  very  favorable  impression  of  the  goods  when 
perhaps  direct  statement  would  not  accom- 
plish the  purpose.  Take  the  advertisement 
that  features  the  picture  of  Colonel  Roosevelt 
waving  his  Knox  Hat.  It  Is  not  necessary  for 
the  advertisement  to  say  that  the  Colonel 
regards  the  Knox  hat  as  the  best  hat  made. 
The  fact  that  he  has  bought  one  and  wears  it 
speaks  for  itself.  The  inference,  the  sugges- 
tion, is  stronger  than  the  direct  assertion  would 
be.  I  have  advertised  that  the  Pennsylvania 
Railroad  used  over  a  quarter  of  million  barrels 
of  Alpha  Cement  in  building  the  great  New 
York  Terminal,  after  putting  cement  to  the 
most  exacting  tests.  It  would  be  ridiculous  to 

"3 


I 


WRITING  AN  ADVERTISEMENT 

argue  that  no  other  cement  could  have  been 
used  with  good  results.  The  reader  may  gain, 
from  the  simple  facts,  a  much  stronger  impres- 
sion than  it  would  have  been  advisable  to 
convey  to  him  by  direct  statement. 

Fine  silverware,  fine  furniture,  and  the  like 
are  described  in  language  befitting  the  class  of 
goods  and  illustrated  with  pictures  that  build 
up  the  desired  atmosphere. 

It  is  a  good  thing  for  the  inexperienced 
writer  of  advertising  copy  to  resolve  that 
whenever  possible  he  will  get  in  a  reason  for 
the  use  of  the  products  that  he  advertises  and 
not  content  himself  with  mere  name  publicity. 
When  the  reader  has  a  reason  in  his  mind  for 
the  purchase  of  a  particular  commodity,  he 
is  much  less  likely  to  accept  a  substitute  than 
when  he  undertakes  to  make  a  purchase  with 
only  a  familiarity  with  the  name  of  a  product 
or  a  general  impression  of  its  good  quality 

The  "yo'i"  style  of  advertising  also  has 
come  in  for  a  great  deal  of  attention.  Cer- 
tain writers  were  able  to  get  attention  and 
good  results  by  a  forceful  style  of  copy  ad- 

114 


STRENGTH  OF  APPEALS 

dressed  to  the  reader  as  a  letter  would  be,  in 
which  the  pronoun  "you"  was  freely  used. 
It  was  "You,  Mr.  Reader,"  "  You  Need  This," 
and  so  on.  So  much  of  this  style  of  advertising 
has  appeared  that  good  judges  of  copy  have 
felt  that  readers  were  getting  somewhat  tired 
of  being  "you'd,"  and  have  fallen  back  to  the 
quiet  impersonal  method  of  expression.  It  is 
apparent  that  styles  in  writing  are  much  like 
styles  in  dress  and  other  things.  If  the  style  is 
radical  and  is  overworked,  it  soon  loses  its 
effectiveness.  If  it  is  sound  and  in  good  taste, 
it  may  be  used  indefinitely  with  safety. 

The  "conversational"  advertisement  is  a 
style  that  has  long  been  used  with  success. 
Conversation  looks  interesting  in  print,  and 
anything  that  looks  interesting  starts  with  a 
strong  pomt  in  its  favor  so  far  as  advertising  is 
concerned.  It  is  absolutely  necessary,  however, 
that  the  conversation  between  the  charac- 
ters shown  or  suggested  by  the  advertisement 
be  perfectly  natural.  The  advertisement  fac- 
ing page  80  is  a  good  example  of  the  conver- 
sational style.  Here,  the  conversation  between 

"5 


WRITING  AN  ADVERTISEMENT 

the  two  men  about  cement  brings  out  a  point 
that  would  not  be  easy  to  bring  out  in  direct 
statement,  and  the  illustration  in  the  back- 
ground gives  fitting  support. 

The  testimonial  style  of  copy  is  of  great 
variety.  The  success  of  patent-medicine  ad- 
vertising was  due,  first,  to  the  tendency  of 
people  to  be  over-concerned  about  their  per- 
sonal ills  or  imaginary  ills,  and,  secondly,  to 
the  shrewd  use  of  testimonials.  That  some 
one  else  was  ill  in  just  the  same  way  and  evi- 
dently believes  that  Dr.  Fakem's  Resuscitator 
cured  him  or  her  means  much  more  to  a  reader 
than  the  advertiser's  assertion  as  to  the  merit 
of  the  preparation.  Testimonials  from  people 
near  the  reader  mean  more  than  testimonials 
from  people  in  far-away  points. 

Testimonials  are  by  no  means  confined  to 
patent-medicine  advertising.  Pointed  expres- 
sions of  opinion  as  to  the  service  or  value  of 
the  article  make  interesting  and  possibly  con- 
vincing copy.  There  is  something  about  the 
opinions  of  other  people  that  attracts.  We 
expect  the  advertiser  to  blow  his  own  horn, 

ii6 


STRENGTH  OF  APPEALS 

and  we  discount  what  he  says.  What  an  ap- 
parently disinterested  user  says,  however,  is 
looked  on  in  a  different  light. 

The  "story,"  or  descriptive-article,  style  of 
advertisement  is  a  form  that  has  come  into 
favor  rapidly  during  the  last  year  or  two.  This 
kind  of  advertising  usually  runs  into  a  lengthy 
story  of  from  two  to  four  or  six  pages.  The 
writer  deals  with  the  article  or  business  to 
be  advertised  much  as  he  would  if  he  were 
writing  it  up  for  the  so-called  reading-pages 
of  the  publication  instead  of  the  advertising- 
section.  No  attempt  is  made,  as  would  have 
been  made  in  former  years,  to  make  the  reader 
believe  that  the  article  is  not  advertising. 
The  pages  are  frankly  marked  as  advertising- 
pages  by  the  publisher,  but  this  does  not  in 
most  cases  rob  the  material  of  its  value,  pro- 
vided it  is  written  in  an  interesting  way.  Late- 
ly, very  effective  "story  advertisements"  of 
the  H.  J.  Heinz  products,  the  IngersoU  Watch, 
the  Ostermoor  Mattress,  and  other  nationally 
known  advertisers  have  appeared  in  the  maga- 
zines. The  most  effective  advertisements  that 

117 


WRITING  AN  ADVERTISEMENT 


Elbert  Hubbard  has  written  have  taken  this 
story  form.  It  is  a  highly  effective  form  if  the 
treatment  is  skillful. 

The  bargain  offer  has  been  for  many  years 
one  of  the  most  powerful  appeals  in  advertising, 
and  it  has  been  used  without  rest  in  the  retail 
field.  It  appeals  to  the  desire  to  get  something 
for  nothing  or  for  less  than  it  is  worth  or  for 
an  imusually  attractive  price.  The  bargain 
offer  takes  a  great  variety  of  forms.  The  busi- 
ness man  who  gets  a  "bonus"  of  common 
stock  with  the  share  of  preferred  stock  that 
he  buys  is  responding  to  a  bargain  offer;  so  is 
he  who  buys  a  set  of  books  at  a  time  when  a 
special  stand  or  an  index  volume  is  offered  as 
a  special  inducement.  Readers  seem  rarely 
to  figure  out  that  they  pay  for  the  extras 
or  the  premium  that  comes  with  the  pur- 
chase. 

The  bargain  offer  has  appealed  strongly  be- 
cause it  has  news  value  and  stimulates  the  im- 
agination. We  are  interested  in  reading  of  how 
the  store  got  the  special  lot  of  cloaks  at  a  low 
price,  or  how  merchandise  in  certain  lines  has 

ii8 


STRENGTH  OF  APPEALS 


run  down  to  odd  sizes  which  will  be  sold  at 
cost,  etc. 

Some  keen  advertising  men  are  predicting 
the  end  of  bargain  advertising,  but  I  do  not 
think  we  shall  ever  see  the  end  of  it,  for  the 
simple  reason  that  buying  is  no  more  an  exact 
science  than  advertising.  There  will  always 
be  left-overs,  odd  sizes,  slow-selling  goods,  etc., 
in  every  store,  and  the  only  way  these  can  be 
cleared  out  and  the  original  investment  of 
the  merchant  regained  is  to  put  low  prices  on 
these  goods.  Such  bargain  advertising  has  a 
powerful  and  a  logical  appeal  to  it.  Make- 
believe  bargains  —  that  is,  bargains  whose 
values  are  misrepresented,  and  bargains  that 
are  put  down  to  a  low  price  merely  as  a  bait 
to  draw  customers  to  buy  other  goods  —  are 
likely  to  appeal  less  and  less  to  the  well-in- 
formed people.  The  irresponsible  merchant 
will  probably  continue  them  as  long  as  he  can 
find  victims,  and  that  will  be  for  many  years. 

Brill  Brothers,  a  large  New  York  concern, 
some  years  ago  announced  that  they  would 
eliminate  "comparative-price"  advertising  and 

119 


WRITING  AN  ADVERTISEMENT 

offer  their  goods  at  original  prices.  That  is, 
instead  of  advertising  "^25  Suits  for  ^19,'* 
they  would  explain  to  the  public  just  what 
they  could  offer  for  $20,  $25,  or  ^30,  as  the 
case  might  be.  They  felt  that  with  the  special- 
price  style  of  advertising  it  was  necessary  to 
use  more  and  more  space  all  the  time  in  order 
to  impress  a  public  that  had  grown  weary  of 
bargains,  bargains,  bargains.  The  new  style, 
they  believed,  would  enable  them  to  cut  down 
the  amoimt  of  space;  plain  truth  takes  less 
space  than  elaborate  tales.  Their  new  style  of 
advertising  was  commented  on  favorably,  but 
after  about  a  year  of  experience  with  it,  Brill 
Brothers  went  back  to  the  comparative-price 
offerings  —  not  quite  the  strong  style  of  for- 
mer years,  but  a  bargain  appeal  just  the  same. 
So  it  is  obvious  that  a  change  in  advertising 
styles  cannot  be  rapid.  The  public  must  be 
educated  slowly. 

Price  is  sometimes  a  strong  appeal  and  then 
again  it  is  not.  Whether  the  price  of  the  com- 
modity should  be  advertised  depends  solely  on 
whether  or  not  the  price  is  an  attraction.  Price 

120 


II 


STRENGTH  OF  APPEALS 


is  surely  an  attractive  point  in  the  advertise- 
ment of  a  typewriter  that  seems  to  do  all  that 
any  other  writing  machine  will  do,  but  sells 
at  ^50.    In  such  a  case  it  would  be  well  to 
"play  up"  the  price  in  the  headmg.  On  the 
other  hand,  it  would  be  folly  for  the  Burroughs 
Adding-Machine  Company  or  the  publishers 
of  a  high-priced  encyclopedia  to  advertise  the 
price.   In  these  two  Instances  price  is  an  ob- 
stacle to  the  sale  rather  than  a  help,  and  is 
very  properly  kept  in  the  background  until 
the  Interest  of  the  reader  has  been  built  up 
and  the  machine  or  the  set  of  books  has  been 
inspected.    Two  well-defined  cases  have  been 
compared  —  one  in  which  it  is  clearly  advis- 
able to  publish  the  price  and  the  other  in  which 
price  should  be  kept  back  as  information  to 
be  given  In  the  catalogue  or  the  "follow-up," 
or  by  the  salesman.   Between  these  two  ex- 
tremes are  cases  in  which  it  is  not  so  easy  to 
decide  about  the  including  of  price.    Some- 
times only  experiment  will  settle  the  question. 
It  Is  one  of  the  curious  traits  of  human 
nature  that  sometimes  even  high  price  is  an 

121 


II 


p 


I 


I: 


WRITING  AN  ADVERTISEMENT 

attraction.  There  are  those  who  want  the 
^5000  automobile,  and  the  ^3  cravat  and  who 
are  impressed  by  learning  at  the  very  outset 
that  the  commodity  advertised  is  something 
that  only  a  few  can  aflFord. 

As  women  are  usually  keen  on  values,  prices 
are  used  liberally  in  advertising  foods,  cloth- 
ing, and  household  necessities. 

The  style  of  the  little  advertisement  shown 
below  has  been  aptly  called  the  "telegraphic 
style."  It  is  a  simple  "reader"  run  at  the  bot- 
tom of  a  colunm  of  news.  Space  is  limited  and 
every  word  must  count.  A  great  deal  is  told 
in  these  three  lines. 

Ideal  Home  for  Fall  &  Winter.  Hotel  Mont- 
clair,  Montclair,  N.  J.,  42  minutes  out.  Steam  heat; 
open  fireplace*;  aun  parlon.  GoU;  dancing. — Adv. 

Writing  such  advertisements  is  good  practice, 
as  is  also  the  writing  of  advertisements  for 
street-car  cards,  where  the  writer  is  limited  to 
about  fifty  words.  He  learns  the  great  lesson 
of  picking  just  the  words  and  sentences  that 
with  the  least  attention  of  the  reader  will  drive 
home  the  sales  message. 
Negative  statements  have  been  regarded 

122 


mm 


STRENGTH  OF  APPEALS 


by  some  advertising  writers  as  being  inferior 
to  affirmative  statements  —  that  is,  "Don't 
Ruin  Your  Eyes"  as  a  headline  is  thought  to 
have  less  force  than  "Preserve  Your  Eyes." 
The  fact  is,  however,  that  various  advertisers 
have  used  copy  displaying  negative  state- 
ments that  experience  proved  to  be  unusually 
strong.  Therefore,  something  must  depend 
on  the  degree  of  the  negative  effect.  If  it 
IS  not  negative  to  the  point  of  turning  the 
reader's  thoughts  into  the  wrong  direction,  but 
on  the  contrary  has  strong  attractive  power, 
then  the  usual  argument  against  it  would  not 
prevail. 

It  will  not  be  amiss,  in  this  connection,  to 
discuss  "association  of  ideas"  briefly.  Psy- 
chologists, who  have  given  considerable  atten- 
tion to  advertising,  have  argued  for  the  use  of 
such  words,  figures  of  speech,  illustrations,  etc., 
in  advertisements  as  will  connect  instantly 
and  favorably  with  the  product  advertised. 
"Carnation  Milk,"  for  example,  suggests  to 
the  mind  the  sweetness  of  the  carnation,  a 
very  desirable  association  for  milk.  The  name 

123 


J5 


1 


WRITING  AN  ADVERTISEMENT 

of  the  "General  Grant'*  cigar  has  been  criti- 
cized for  the  reason  that  General  Grant  died 
from  throat  trouble  thought  to  have  been 
caused  or  aggravated  by  excessive  smoking. 
The  association  of  ideas  in  this  case  Is  not 
pleasant  to  those  who  know  the  facts.  The 
ad-writer  who  dwells  on  the  weaknesses  of  com- 
petitors, or  takes  up  much  space  telling  about 
the  faults  that  his  product  does  not  possess, 
may,  through  the  association  of  ideas,  actually 
instill  suspicion  as  to  the  merit  of  his  goods. 
However,  the  extent  of  the  effect  of  a  negative 
statement  or  an  unpleasant  association  of  ideas 
depends  on  how  long  it  is  kept  before  the 
reader.  Some  of  the  most  successful  advertis- 
ers of  the  past  were  patent-medicine  advertis- 
ers whose  advertisements  often  opened  with 
exaggerated  representations  of  certain  ills  and 
conditions.  This  was  plainly  an  attention- 
attracting  device.  When  the  attention  had 
been  caught,  the  advertisement  led  on  to 
praise  of  the  preparation.  The  method  proved 
to  be  effective.   If,  however,  the  attention  of 

the  reader  had  been  held  on  the  negative  or 

124 


STRENGTH  OF  APPEALS 


impleasant  side  of  the  subject  for  a  long  time, 
disgust  or  disbelief  might  have  been  aroused. 

Unagreeable  association  of  ideas  does  not 
necessarily  prejudice.  One  of  the  most  effec- 
tive advertisements  of  the  proper  treatment 
of  tuberculosis  is  a  street-clock  sign  that  tolls 
a  bell  at  the  end  of  the  average  interval  be- 
tween deaths  from  tuberculosis  in  the  United 
States.  There  is  nothing  agreeable  about  the 
tolling  of  a  bell  or  the  thoughts  of  death  from 
tuberculosis,  but  this  seems  to  be  the  only  way 
that  the  educational  work  against  the  great 
white  plague  can  be  done.  People  just  have  to 
be  shocked  into  paying  attention  to  this  im- 
portant matter. 

A  college  professor  once  criticized  the  head- 
Ime  "A  Shovel  Married  an  Idea,"  which  was 
used  over  a  publisher's  account  of  how  a  shovel 
manufacturer  took  up  a  new  plan  of  advertis- 
ing and  made  a  success  of  it.  The  professor 
declared  that  the  thought  of  a  shovel  "marry- 
ing" an  idea  was  incongruous,  that  the  associa- 
tion was  illogical,  etc.  But  the  advertisement 
pulled  remarkably  well,  and  later  on,  when  the 

125 


m  ft 


WRITING  AN  ADVERTISEMENT 

professor  himself  took  an  active  part  In  the 
copy-work  of  an  advertising  agency,  he  frank- 
ly admitted  that  he  had  changed  his  opinion 
regarding  the  effectiveness  of  the  headline  re- 
ferred to.  The  fact  is  that  the  novelty  of  the 
headline  commanded  attention;  it  did  not  ac- 
tually turn  the  thoughts  of  the  reader  away 
from  the  advertisement  and  to  matrimony. 

There  is  no  valid  objection  against  either 
negative  statements  or  preliminary  unagree- 
able association  of  ideas,  so  long  as  these  de- 
vices actually  command  attention  and  do  not 
disgust,  deceive,  or  bore  the  reader,  but  leave 
him  in  a  favorable  state  of  mind  for  reading 
what  follows  the  negative  suggestion  or  the  in- 
congruous or  imagreeable  association  of  ideas. 

In  case  of  doubt,  adopt  the  affirmative  form 
of  appeal.  A  concern  that  spends  a  large  apn 
propriation  and  whose  tests  are  known  to  me 
has  had  some  advertisements  of  the  negative 
or  imagreeable-association  class  that  have 
been  good  pullers;  on  the  other  hand,  averag- 
ing several  years'  advertising,  the  affirmative 
appeals  take  the  lead  in  returns. 

126 


STRENGTH  OF  APPEALS 

It  is  much  easier,  as  Professor  Walter  Dill 
Scott  has  so  well  pointed  out,  to  get  people  to 
act  if  we  can  strike  an  emotional  or  sentimental 
point  of  contact.  "We  are  late  at  the  pew  but 
early  at  the  bleachers,"  says  Professor  Scott; 
"we  put  off  writing  to  cousins  and  aunts,  but 
the  fiancee  is  answered  by  return  mail.  The 
dictates  of  reason  may  be  resisted,  but  not  the 
promptings  of  sentiment  and  emotions."  Ad- 
vertisements that  possess  a  strong  human 
appeal  sometimes  astonish  us  by  their  pulling 
power.  Perhaps  the  most  famous  charity 
advertisement  was  that  one  run  by  the  New 
York  Association  for  the  Improvement  of  the 
Condition  of  the  Poor,  which,  in  place  of  the 
usual  dry  statistics  of  expenditures,  needs,  etc., 
featured  a  typical  case  of  how  the  association 
could  help  the  poor  by  means  of  a  seaside 
home.  The  illustration  of  the  advertisement, 
a  view  of  "Smiling  Joe"  strapped  to  a  board, 
drew  a  great  deal  of  favorable  attention  and 
consideration.  The  story  of  the  advertise- 
ment is  told  in  the  following  lines:  — 


127 


^ 


\ 


'tui 


WRITING  AN  ADVERTISEMENT 


SMILING  JOE 

That  was  what  they  called  him,  and  the  name  fit 
mighty  well, 
For  though  things  went  "  agin"  him,  it  was  not  his 
style  to  yell; 
Oh,  no!  he  just  looked  at  you,  and  his  face  was  all 
aglow 
With  a  grin  that  went  straight  through  you  —  he 
was  always  Smiling  Joe. 

There  was  something  or  other  the  matter  with  his 
stunted  little  spine. 
You  see,  he  lived  up  in  the  slums,  where  there  're  ills 
of  many  a  kind. 
He  did  n't  have  the  air  and  sunshine  that  most  of  us 
enjoy. 
But  the  lack  o'  that  did  n't  keep  him  from  being 
"the  smiling  boy." 

They  strapped  him  to  a  board,  so  as  to  keep  his  body 
still; 
But  even  that  did  n't  still  his  smile;  it  went  on  like 
a  mill 
A-grinding  out  the  happy  grins  through  all  the  weary 
days. 
It  was  enough  to  make  us  healthy  folks  ashamed  of 
our  ways. 

His  little  bony  backbone  was  n't  guaranteed  to  wear; 
But  there's  the  other  kind  of  backbone,  and  the 
other  kind  was  there. 

128 


STRENGTH  OF  APPEALS 

And  when  the  surgeons  saw  his  smile,  they  were  wise 
enough  to  know 
That  there  was  more'n  a  fighting  chance  for  little 
Smiling  Joe. 

"We  must  get  him  to  the  seashore,  where  there's 
plenty  of  air  and  sun. 
And  plenty  of  sand  to  play  in,  when  he's  well 
enough  to  run." 
But  though  there  was  plenty  of  seashore  and  plenty 
of  air  and  sun. 
Getting  the  money  to  buy  such  things  is  never  a 
job  of  fun. 

But  one  who  saw  that  happy  face  of  Joe  of  Cherry 
Street 
Saw  in  his  smile  the  magic  touch  to  make  hearts 
everywhere  beat. 
And  so  instead  of  figures  about  the  troubles  of  the 
poor, 
They  published  little  Joe's  picture  and  his  story  — 
not  much  more. 

Then   Smiling  Joe  no  longer  smiled  just  to  folks 
around  his  bed, 
He  smiled  all  around  the  world  in  the  magazines 
you  read. 
And  when  people  saw  that  winning  smile,  they  could 
n't  pass  it  by; 
It  gripped  them;  it  swayed  them;  it  almost  made 
some  cry. 

129 


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WRITING  AN  ADVERTISEMENT 

Checks  and  drafts  came  through  the  mails  as  thick 
as  autumn  leaves, 
With  words  of  cheer  for  little  Joe  as  plenteous  as 
you  please. 
And  soon  there  was  enough  to  buy  that  Home  down 
by  the  sea, 
Where  Joe  and  others  like  him  could  have  some 

weeks  of  glee. 

Joe  was  soon  much  better  and  out  a-digging  on  the 
.  shore; 
He  had  more  sand  than  most  of  us,  but  still  he 
wanted  more. 
And  when  again  they  kodaked  him  and  put  him  into 
print, 
He  looked  so  well  that  those  who  gave  were  glad 
they  did  n't  stint. 

And  now  we  see  it  in  the  paper  that  Joe  is  ill  again, 
That  they  can't  coax  that  little  spine  to  stay  right 
on  the  mend. 
But  smiling  Joe  is  smiling  on  with  that  bright  face  of  his, 
And  I'm  dead  sure  that  he'll  pull  through  with 
that  good-natured  phiz. 

So  here's  to  you,  Cherry  Street  Joe,  and  to  your 
cheery  smile. 
That's  got  Quaker-Oat  grins  and  other  grins  beat 
out  by  more'n  a  mile. 
May  the  long  night  be  far  from  you;  we  need  more 
of  your  style. 
May  the  years  be  long  and  plenty,  with  you  a-smil- 
ing  all  the  while. 

130 


STRENGTH  OF  APPEALS 

Should  the  information  in  the  advertise- 
ment be  technical  or  of  a  popular  nature? 
Should  it  deal  with  the  details  of  the  commod- 
ity or  the  broad  general  feature  of  its  service? 
These  questions,  like  most  questions  in  ad- 
vertising practice,  cannot  be  answered  in  gen- 
eral. There  are  cases  where  it  is  judicious  to 
give  considerable  technical  information  about 
the  details  of  the  commodity  —  a  close,  accu- 
rate description.  There  are  other  instances 
where  these  details  are  of  no  particular  inter- 
est to  the  reader  —  where  the  strong  appeal  is 
the  service  of  the  commodity.  It  would  be  idle 
for  the  advertisers  of  the  adding-machine  or 
the  cash  register  to  advertise  merely  the  gen- 
eral mechanical  features  of  their  machines. 
The  service  of  the  machine,  the  part  that  it 
plays  in  the  conducting  of  business,  is  the 
proper  appeal.  On  the  other  hand,  some  auto- 
mobile advertisers  have  found  it  advisable  to 
give  the  reader  a  great  deal  of  detailed  infor- 
mation as  to  what  he  gets  for  his  money  when 
he  buys  one  of  their  machmes.  The  manufac- 
turer of  a  popularly  priced  automobile  strad- 

131 


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i  ! 


mgm 


WRITING  AN  ADVERTISEMENT 

died  the  fence  on  this  question  admirably.  His 
illustration  was  a  striking  view  of  a  stream 
close  by  a  road.  The  happy  automobile  owner 
was  engaged  in  landing  a  trout,  while  his  wife 
was  hurrymg  over  from  the  machine  with  the 
landing-net.   The  introductory  copy  pictured 
the  joys  possible  when  the  family  owned  an 
automobile  and  could  steal  away  at  the  close 
of  the  day  for  little  trips  of  the  sort  depicted. 
Then,  in  a  secondary  section  of  the  advertise- 
ment and  set  in  smaller  type,  was  the  techni- 
cal, or  mechanical,  mformation  about  the  car. 
This  advertisement  was  adapted  to  the  man 
who  needed  the  general  argument  about  the 
desirability  of  buying  an  automobile,  and  was 
also  adapted  to  the  man  who  was  already 
"sold"  on  that  idea,  but  was  interested  in 
learning  where  he  could  get  the  most  for  his 
thousand  dollars. 

People  interested  in  advertising  are  fond 
of  asking  a  lecturer  or  a  writer  on  advertis- 
ing subjects,  "How  would  you  advertise  such- 
and-such  a  product?"  A  man  once  did  me  the 
rare  honor  to  give  me  sixty-seven  words  of  in- 

13a 


STRENGTH  OF  APPEALS 

formation  about  a  product  that  he  referred  to 
as  "Cedarine"  and  to  ask  how  it  should  be 
advertised.   He  did  not  say  whether  it  was  a 
machine  or  cedar  sawdust,  whether  it  was  sold 
in  ten-cent  packages  or  by  the  barrel,  whether 
it  was  on  sale  in  retail  stores  or  had  not  been 
distributed  to  the  retail  trade.    Yet  he  im- 
agined that  somehow  all  this  essential  infor- 
mation could  be  dreamed  by  the  advertising 
man.  The  man  who  could  give  correct  adver- 
tising advice  offhand,  even  if  put  into  posses- 
sion of  the  essential  facts,  would  be  a  wonder 
who  could  make  his  fortune  in  a  short  time  and 
retire.  Very  often  the  winning  appeal  or  plan 
is  found  only  after  careful  experiment.  Field 
Marshal  von  Moltke  of  the  German  Army 
said:  "It  is  a  delusion  to  believe  that  a  plan 
of  war  may  be  laid  for  a  prolonged  period  and 
carried  out  at  every  pomt.  The  first  collision 
with  the  enemy  changes   the  situation   en- 
tirely according  to  the  result.    Some  thmgs 
decided  upon  will  be   impracticable;  others 
which  originally  seemed  impossible  become 
feasible." 

^33 


1 


|1 


i  i 


WRITING  AN  ADVERTISEMENT 

ft 

This  observation  on  war  methods  fits  adver- 
tising methods  well. 

The  lesson,  then,  is  that  successful  style  in 
advertising,  even  if  we  hold  the  application 
strictly  to  copy-work,  must  to  some  extent  be 
a  matter  of  experiment.  Appeals  must  be 
gauged  as  accurately  as  possible.  Conclusions 
should  not  be  arrived  at  from  exceptional  hap- 
penings or  opinions.  Maybe  the  first  expres- 
sion of  opinion  about  an  advertising  appeal  will 
be  that  it  is  very  weak,  when  in  truth  it  may 
be  just  the  reverse.  An  actual  try-out  is  often 
worth  many  opinions. 

An  apt  sentence,  written  perhaps  on  the 
spur  of  the  moment,  sometimes  proves  to  be 
an  appeal  of  unusual  value,  one  that  can  be 
repeated  indefinitely.  When  we  play  on  the 
human  mind,  we  are  touchmg  the  most  won- 
derful instrument  in  the  world,  a  harp  of  a 
thousand  strings.  That  is  one  of  the  charms 
of  the  advertising  business.  There  is  always 
variety  and  enough  uncertainty  to  give  zest 
to  the  chase.  Every  success  and  every  failure 
brings  its  lesson. 


XIII 


DRESSING  THE   IDEA 


It  has  been  well  said  that  there  is  very  little 
that  is  actually  new  in  the  way  of  ideas  — 
that  usually  the  things  that  attract  us  are  old 
ideas  which  some  one  has  merely  put  into  new 
and  attractive  form.  The  most  striking  philo- 
sophic utterances  of  to-day  can  usually  be 
traced  back,  so  far  as  the  kernel  of  truth  in  the 
utterance  is  concerned;  only  the  method  of 
expression  is  new. 

"Must  I  not  be  original  ? "  is  a  question  often 
asked.  Yes,  and  no.  Originality  in  itself  does 
not  necessarily  count  for  much.  One  may  be 
original  and  still  not  effective.  And,  as  has 
been  pointed  out,  there  is  very  little  of  real 
originality,  anyhow,  except  so  far  as  the  cloak 
of  the  idea  is  concerned.  But  to  get  attention 
in  advertising,  one  must  study  to  put  things, 
whether  in  words  or  picture,  in  graphic,  im- 
pressive form.    It  should  not  be  forgotten, 

135 


Iff 


WRITING  AN  ADVERTISEMENT 

though  it  often  is,  that  the  reader  of  printed 
language  is  impelled  by  no  courtesy  to  read 
further  than  his  interest  is  maintained.  Usu- 
ally, interesting  reading  matter  is  close  by, 
and  if  the  advertisement  does  not  command 
and  hold  attention  the  reader  passes  on  to 

something  else. 

The  curse  of  most  advertising  is  stereotyped, 
dry  expression  —  saying  things  in  exactly  the 
same  words  or  in  about  the  same  words  that 
himdreds  have  used  and  which  therefore  have 
become  as  boring  as  an  oft-repeated  joke  or 
story.  For  example:  "Come  early  and  avoid 
the  rush."  This  has  been  said  in  just  this  way 
so  many  times  that  it  has  become  abnost 
humorous;  yet  retailers  still  work  this  sadly 
overworked  veteran  of  an  expression  which 
should  have  been  retired  long  ago.  If  a  re- 
tailer were  to  say:  "These  waists  go  on  sale 
at  eight  o'clock  and  there  are  not  likely  to  be 
any  left  at  noon,"  he  would  say  something  in 
a  simple,  direct  way  that  would  probably  be 
read  with  interest  and  believed.  Advertising 
is  full  of  this  general,  monotonous  language 

136 


DRESSING  THE  IDEA 

that  is  just  words,  words,  words — no  inter- 
esting facts,  no  fresh,  lifelike  descriptions. 
Take  the  following  for  example:  — 

Buy  our  hams  once  and  you  will  buy  them 
always.  All  of  our  meat  is  from  young  hogs,  and 
is  not  tough,  but  is  high-grade.  Nothing  but 
corn-fed  stock  is  used.  We  guarantee  the  quality. 
We  use  good  sugar  in  curing  our  hams,  the  best 
quality  of  saltpeter  and  some  salt.  The  result 
is  a  natural  flavor  that  can't  be  beat.  We  chal- 
lenge competition. 

GDmpare  this  dull  presentation  of  good  hams 
with  another  word-picture  which  is,  I  believe, 
from  the  pen  of  Mr.  John  E.  Kennedy,  one 
of  the  most  forceful  writers  who  ever  filled 
advertising  space:  — 

This  mark  certifies  that  the  hog  came  from 
good  stock,  that  it  was  corn-fed  in  order  that  it 
might  be  firm  and  'sweet  —  that  it  was  a  barrow 
hog,  so  that  the  meat  would  be  fully  flavored  and 
juicy  —  that  it  was  a  young  hog,  making  the 
ham  thin-skinned  and  tender  —  well  condi- 
tioned and  fat,  insuring  the  lean  of  the  ham  to 
be  tasty  and  nutritious.  The  mark  certifies  that 
the  ham  was  cured  in  a  liquor  nearly  good 
enough  to  drink,  made  of  granulated  sugar,  pure 

137 


WRITING  AN  ADVERTISEMENT 

saltpeter  and  only  a  very  little  salt;  this  brings 
out  all  the  fine,  rich,  natural  flavor  of  the  care- 
fully selected  meat,  and  preserves  it  without 
"salty  pickling.'* 

Of  course,  it  follows  that  to  write  mterest- 
ing,  convmcing  language,  one  must  have  the 
facts  and  must  do  some  thinking  about  them. 
Many  people  are  lazy  mentally  and  do  not 
concentrate  enough  to  create  new  arguments 
and  new  ways  of  expressing  the  argument. 
Men  like  Mr.  Kennedy  are  noted  for  their 
exhaustive  study  of  the  subjects  that  they 
expect  to  write  about.  How  could  he  draw 
such  a  true  picture  of  a  fine  ham  and  the  way 
it  is  cured  imless  he  did?  Mr.  Kennedy  has 
written  advertisements  about  such  subjects 
as  lard  and  water  that  command  a  great  deal 
of  attention.  The  Simon  Pure  Lard  advertise- 
ment facing  this  page  is  another  example  of 
his  work  and  is  a  masterpiece.  To  repeat :  such 
an  advertisement  represents  not  only  thorough 
research  but  concentrated  thought.  The  Mar- 
tindale  Food  advertisements,  run  in  Philadel- 
phia newspapers,  are  of  this  interesting,  appe- 

138 


M 


/  S/mo/i'-Piire  £m^ 


JUST  try  thai  once,  Madam ! 
A  little  three  pound  pail  of 
it  will  do. 
The  result  will  delight,  and 
surprise,  you. 

When  you  take  the  cover  off 
be  sure  to  note  the  beautiful 
Crisp,  waxy,  and  wrinkled, 
appearance  of  this  Queen  of 
Shorteners. 

,  What  is  it?  Just  purified 
Lard. 

Nothing  added  to  it,  but  a 
great  deal  eliminated. 

All  excess  of  greasy  charac- 
teristics removed. 

It  is  made  from  the  few 
crisp,  dry,  flakes  of  kidney  Fat 
found  in  each  Hog. 

These  are,  as  you  know,  the 
choicest  of  Lard. 

But  a  clever  Armour  Pro- 


cess makes  it  choicer  still,  by 
extracting  every  undesirable 
element,  and  leaving  a  rich 
creamy  odor  and  flavor  in 
place  of  the  porky  kind. 

The  removal  of  these  ele- 
ments naturally  lessens  the' 
weight  of  the  Lard. 

That's  why  "Simon-Pure" 
Lard  must  cost  you  a  trifle  more 
than  the  commoner  kinds. 

But,  -the  Pastry  it  makes ! 

Tender,  light,  Digestible,  and 
deliciously  toothsome. 

Being  less  Greasy  than  ordin- 
ary Lard  it  works  into  flour 
ouicker,  and  goes  further,  so 
tnat  its  slightly  higher  cost  is 
more  than  offset  in  this,  and 
the  finer  quality  of  the  Pastry 
it  helps  to  make. 

Grocers  and  Butchers  every- 
where sell  it,  in  three  pound, 
five  pound  and  ten  pound  pails. 

<t         it 

Now  d<m*t  ask  for  just  "Lard" 
but  see  that  you  get  "Armour's 
Simon-Pure  Lard." 

Every  pail  of  the  genuine  is 
clearly  labelled:— 


-"5iMON  Pure!^?^ 

Interesting  treatment  of  a  commonplace  subject 
Reduced  from  5^x8  inches 


INTENTIONAL  SECOND  EXPOSURE 


WRITING  AN  ADVERTISEMENT 

saltpeter  and  only  a  very  little  salt;  this  brings 
out  all  the  fine,  rich,  natural  flavor  of  the  care- 
fully selected  meat,  and  preserves  it  without 
"salty  pickling." 

Of  course,  it  follows  that  to  write  interest- 
ing, convincing  language,  one  must  have  the 
facts  and  must  do  some  thinking  about  them. 
Many  people  are  lazy  mentally  and  do  not 
concentrate  enough  to  create  new  arguments 
and  new  ways  of  expressing  the  argument. 
Men  like  Mr.  Kennedy  are  noted  for  their 
exhaustive  study  of  the  subjects  that  they 
expect  to  write  about.  How  could  he  draw 
such  a  true  picture  of  a  fine  ham  and  the  way 
it  is  cured  unless  he  did?  Mr.  Kennedy  has 
written  advertisements  about  such  subjects 
as  lard  and  water  that  command  a  great  deal 
of  attention.  The  Simon  Pure  Lard  advertise- 
ment facing  this  page  is  another  example  of 
his  work  and  is  a  masterpiece.  To  repeat:  such 
an  advertisement  represents  not  only  thorough 
research  but  concentrated  thought.  The  Mar- 
tindale  Food  advertisements,  run  in  Philadel- 
phia newspapers,  are  of  this  interesting,  appe- 

13B 


'(f/  Simon -Pare  £^rd 


JUST  try  thxit  once,  Madam ! 
A  httle  three  pound  pail  of 
It  will  do. 
The  result  will  delight,  and 
surpnse,  you. 

When  you  take  the  cover  off 
be  sure  to  note  the  beautiful 
Cnsp,  waxy,  and  wrinkled, 
appearance  of  this  Queen  of 
Shorteners. 


is  it?    Just  purified 


What 
Lard. 

Nothing  added  to  it,  but  a 
great  deal  eliminated. 

All  excess  of  greasy  charac- 
teristics removed. 

It  is  made  from  the  few 
cnsp,  dry,  flakes  of  kidney  Fat 
found  in  each  Hog. 

These  are,  as  you  know,  the 
choicest  of  Lard. 

But  a  clever  Armour  Pro- 


cess makes  it  choicer  still,  by 
extracting  every  undesirable 
element,  and  leaving  a  rich 
creamy  odor  and  flavor  in 
place  of  the  porky  kind. 

The  removal  of  these  ele- 
ments naturally  lessens  the* 
mi^ht  of  the  Lard. 

That's  why  "Simon-Pure" 
Lard  m'mt  cost  you  a  trifle  more 
than  the  commoner  kinds. 

But,  -the  Paltry  it  makes ! 

Tender,  light,  Digestible,  and 
deliciously  toothsome. 

Being  less  Greasy  than  ordin- 
ary Lard  it  works  into  flour 
quicker,  and  ffoes  further,  so 
that  Its  slightly  higher  cost  is 
more  than  offset  in  this,  and 
the  finer  quality  of  the  Pastry 
It  helps  to  make. 

Grocers  and  Butchers  every- 
where sell  it,  in  three  pound, 
five  pound  and  ten  pound  pails. 

<x  it 

Now  dm't  ask  for  just  "Lard" 
but  see  that  you  get  "Armour's 
Simon-Pure  Lardf." 

Every  pail  of  the  genuine  is 
clearly  labelled:— 


Interesting  treatment  of  a  commonplace  subject 
Reduced  from  51x8  inches 


i 


DRESSING  THE  IDEA 

tizmg  kind  and  tell  readers  much  that  they 
are  glad  to  know.  An  example  is  reproduced 
facing  page  44. 

It  is  comparatively  easy  for  a  writer  to  pre- 
sent some  interesting  facts  and  arguments 
about  very  distinctive  merchandise,  such,  for 
example,  as  a  high-grade  electric  vacuum 
cleaner  to  be  sold  at  $25.  Good  argument  im- 
mediately presents  itself.  But  the  great  mass 
of  merchandise  to  be  sold  is  not  extraordinary. 
It  possesses  only  small  points  of  superiority, 
perhaps,  not  the  distinctive  interest  features 
of  a  fine  electric  vacuum  cleaner  at  $25. 
George  H.  Perry,  another  advertising  man  of 
rare  ability  in  finding  the  way  to  make  an 
advertisement  distinctive,  has  said  that  the 
real  task  in  advertising  is  the  writing  of  copy 
that  will  sell  the  ordinarily  good  merchandise 
of  moderate  price. 

The  ad-writer  may  not  be  able.  In  every 
piece  of  copy  he  prepares,  to  compose  striking 
sentences,  but  he  can  at  least  keep  clear  of  all 
hackneyed  language  and  be  earnest,  simple, 
and  direct. 

139 


I 


n 


WRITING  AN  ADVERTISEMENT 


"Costs  only  a  very  little"  does  not  convey 
much  to  a  retail  merchant.  "Costs  less  than 
the  wages  of  an  errand  girl"  is  much  better 
because  a  definite  picture  of  the  cost  is  put  in 
the  merchant's  mind. 

"Earn  while  you  learn,"  and  "we  teach 
wherever  the  mails  reach,"  are  examples  of 
impressive  alliterative  expressions  coined  and 
used  by  the  International  Correspondence 
Schools.  Alliteration  is  a  good  thing  if  the 
effort  for  it  is  not  obvious,  but  in  the  case  of 
"The  Butter  That  Betters  the  Bread,"  the 
effort  to  run  in  a  succession  of  words  beginning 
with  B  is  too  obvious.  Besides,  almost  any 
kind  of  butter  might  be  said  to  better  the 
bread;  in  the  effort  to  include  a  word  begin- 
ning with  By  one  has  been  selected  that  praises 
the  butter  very  faintly,  indeed.  In  "Carna- 
tion Milk,  from  Contented  Cows,"  the  lan- 
guage is  pleasingly  suggestive,  despite  the 
rather  obvious  effort  to  produce  an  alliterative 
effect.  The  point  is  that  it  pays  to  juggle 
words  so  long  as  the  juggling  is  not  noticeable, 
if  thereby  language  is  made  more  picturesque 

140 


DRESSING  THE  IDEA 


and  more  likely  to  build  in  the  mind  of  the 
reader  the  picture  that  must  be  there  before 
the  chance  for  a  sale  of  the  advertiser's  goods 
is  promising. 

"Take  the  Tube  Home"  is  an  attractive  ex- 
pression used  by  Colgate  &  Co.  in  advertis- 
ing its  tube  of  dental  cream.  A  point  against 
it,  however,  is  the  fact  that  going  home  by 
means  of  "the  tube,"  though  familiar  in  and 
aroimd  New  York,  is  not  readily  grasped  by 
thousands  of  readers,  so  that  the  play  on  words 
appreciated  by  residents  of  New  York  and 
visitors  to  the  city  is  likely  to  be  lost  by  others. 
It  is  well  in  advertising  to  the  people  of  the 
entire  country  not  to  introduce  examples  or 
illustrations  that  are  not  generally  familiar. 

"Best  by  Every  Test"  was  good  when  new, 
but  has  become  hackneyed. 

Such  claims  as  "best,"  "quickest,"  "cheap- 
est," etc.,  have  been  so  greatly  used  and 
abused  that  their  usefulness  has  been  much 
dimmished.  A  writer  has  to  possess  the  con- 
fidence of  readers  to  a  remarkable  degree  if 
they  are  willing  to  take  such  unsupported 

141 


WRITING  AN  ADVERTISEMENT 


general  statements  at  face  value.  "Smith 
offers  the  greatest  values  in  Philadelphia." 
Who  believes  Smith  ?  Let  Smith  tell  interest- 
ingly of  what  he  has  to  offer.  Concrete  facts 
stated  sincerely  will  be  received  without  suspi- 
cion by  the  reader,  but  blanket,  general  claims 
are  always  discounted. 
Compare  the  following  specimens  of  copy: — 

(i)  Of  interest  to  all.  A  very  interesting  and 
useful  volume  for  every  young  man  and  young 
woman  that  hopes  to  accomplish  success  in  this 
world,  and  surely  all  wish  to  do  that.  If  you  are 
not  satisfied  and  wish  to  gain  some  useful  infor- 
mation and  advice  as  to  how  you  may  improve 
your  chances  for  success  in  securing  employ- 
ment, you  could  not  make  a  wiser  move  or  a 
more  useful  purchase  than  to  send  for  this  book. 
So  why  do  you  hesitate?  Do  it  now.  You  will 
never  regret  it.  The  cost  is  only  56  cents  for  a 
postpaid  copy,  and  if  you  are  not  fully  satisfied, 
your  money  will  be  returned  on  request.  There- 
fore you  ought  to  have  no  hesitation  in  accept- 
ing this  offer.  Blank  Publishing  Company,  New 
York,  N.Y. 

(2)  "How  to  Get  a  Position"  —  A  book  chock 
full  of  helpful  experiences,  tried  plans  and  "horse 
sense."  Treats  of  choice  of  occupation,  of  prepa- 

142 


DRESSING  THE  IDEA 


ration,  qualifications,  changes,  the  questions  of 
salary,  hours,  advancement,  etc.;  shows  the  kind 
of  endorsements  to  get;  instructs  how  to  adver- 
tise for  a  position;  teaches  how  to  write  letters 
of  application  that  command  attention,  and 
gives  dozens  of  models;  tells  how  to  interview; 
and  deals  with  dozens  of  other  important  topics. 
Written  by  an  expert  correspondent  who  has 
made  special  study  of  employment  problems. 
Contains  boiled-down  experience  of  years.  Helps 
beginners  to  get  started  and  "grown-ups"  to 
climb  higher.  Praised  by  editors  and  business 
men.  "Worth  its  weight  in  gold,"  says  one  pur- 
chaser. One  hundred  and  forty  pages,  cloth. 
Special  chapters  for  clerks,  book-keepers,  sten- 
ographers, salesmen,  advertising  men,  technical 
men,  and  twenty-five  other  classes.  Single  copy, 
postpaid,  56  cents,  stamps  or  coin.  Money  back 
if  dissatisfied.  Tear  this  ad  out.  Blank  Publish- 
ing Company,  New  York,  N.Y. 

The  first  example  is  too  general  to  have  much 
sales  power,  while  the  second  proved  by  actual 
test  to  have  high  producing  power. 

Perhaps  there  are  some  writers  of  advertise- 
ments who,  having  gathered  their  material, 
can  lay  out  a  skeleton  or  diagram  from  which 
the  complete  copy  can  be  written  m  an  orderly, 

H3 


t 


it  I 


^HH  w^' 


WRITING  AN  ADVERTISEMENT 

finished  style;  but  I  do  not  know  any  one 
who  works  in  just  that  way.  Most  writers, 
when  reflection  brings  ideas  to  their  minds, 
make  a  start  with  a  "point  of  contact"  that 
seems  to  be  good,  write  out  the  entire  copy 
in  the  rough,  and  then  recast  and  improve  it. 
Robert  R.  Updegraff  says,  in  Advertising  y 
Selling:  — 

Not  many  of  us,  in  writing  an  advertisement 
or  form  letter,  have  the  nicety  of  diction  to  start 
at  the  proper  point  with  our  story,  build  the 
argument  logically,  and  stop  at  the  end  —  or 
where  the  end  ought  to  he.  There  is  usually  so 
much  to  say  that  it  is  hard  to  tell  where  to  begin, 
where  to  stop,  and  what  to  put  in  between. 

"Playing  checkers"  with  your  copy  simplifies 
the  job.  The  idea  is  this :  Start  at  most  any  place, 
write  what  you  think  ought  to  be  said;  then,  if 
possible,  lay  aside  the  copy  until  the  next  day, 
or  even  longer.  When  you  take  it  up,  cut  the 
paragraphs  apart  with  a  pair  of  scissors  and 
spread  them  out  on  the  desk. 

Now,  start  to  rearrange  them,  picking  out  a 
good  one  for  a  starter  (successful  short-story 
writers  tell  us  to  "begin  at  the  middle  of  the 
story"),  and  arrange  the  rest  where  they  will  do 
the  most  good.  Often  you  will  find  that  the  third 

144 


DRESSING  THE  IDEA 

or  fourth  paragraph  should  have  been  the  first 
and  that  the  first  is  n't  necessary  at  all.  Fre- 
quently several  paragraphs  can  be  omitted  alto- 
gether, or  combined  in  one  or  two. 


XIV 


'  •f' 


i 


THE  PRICE  AND  THE  POWER  OF  WORDS 

Macaulay  said  of  Milton's  diction:  — 

His  poetry  acts  like  an  incantation.  Its  merit 
lies  less  in  its  obvious  meaning  than  in  its  occult 
power.  There  would  seem,  at  first  sight,  to  be 
no  more  in  his  words  than  in  other  words.  But 
they  are  words  of  enchantment.  No  sooner  are 
they  pronounced,  than  the  past  is  present  and 
the  distant  near.  New  forms  of  beauty  start  into 
existence,  and  all  the  burial  places  of  the  mem- 
ory give  up  their  dead.  Change  the  structure 
of  the  sentence;  substitute  one  synonym  for  an- 
other and  the  whole  effect  is  destroyed.  The 
spell  loses  its  power;  and  he  who  should  then 
hope  to  conjure  with  it  would  find  himself  as 
much  mistaken  as  Cassim  in  the  Arabian  tale, 
when  he  stood  crying,  "Open  Wheat,"  "Open 
Barley,"  to  the  door  which  obeyed  no  sound  but 
"Open  Sesame." 

As  the  man  who  advertises  pays  so  much 
for  the  space  that  each  word  occupies  instead 
of,  as  in  the  case  of  the  author  of  fiction,  re- 

146 


PRICE  AND  POWER  OF  WORDS 

ceiving  so  much  for  each  word  that  he  writes, 
there  seems  to  be  a  most  excellent  reason  why 
the  advertismg  man  should  be  a  fine  judge  of 
the  value  of  words  and  get  the  greatest  possi- 
ble value  for  his  money. 
^  The  right  idea  is  more  important  than  right 
language,  but  language  is  highly  important. 
As  the  salesman  loses  greatly  m  efficiency  if 
he  is  slovenly  dressed  or  awkward  in  conver- 
sation, so  the  strong  idea  will  be  weakened  by 
being  poorly  expressed. 

As  the  advertiser  is  charged  for  the  space 
that  each  line  occupies,  the  writing  of  an  ad- 
vertisement is  not  a  matter  of  merely  filling 
the  space.  Select  every  word  and  every  sen- 
tence with  a  view  to  accomplishing  the  ob- 
ject of  the  advertisement.  It  is  not  difficult 
to  write  a  few  smooth,  correct  sentences.  But 
to  compose  a  few  sentences  that  will  command 
the  interest  of  people  and  induce  them  to  spend 
their  money  is  a  task  demanding  your  most 
earnest  thought. 

Put  your  copy  to  this  test.   Ask  yourself: 
"If  I  were  one  of  the  people  to  whom  I  am 

147 


i* 


p 


WRITING  AN  ADVERTISEMENT 

making  this  appeal,  would  the  advertisement 
accomplish  the  purpose  it  is  designed  for?" 
If  you  have  to  say  "No,"  keep  trying  until 
you  get  a  stronger  advertisement.  Good  dis- 
play is  important  enough,  but  it  is  the  copy 
that  will  usually  determine  the  failure  or  suc- 
cess of  the  advertisement.  One  shrewd  adver- 
tiser recommends  that  when  the  writer  is 
about  to  prepare  an  advertisement  he  should 
put  the  price  of  the  space  down  on  the  desk  so 
that  he  may  be  constantly  reminded  that  it 
will  cost  him  $S  or  $io  or  $ioo  —  as  the  case 
jn^y  be  — to  insert  the  advertisement,  and 
be  sure  of  writing  copy  that  will  bring  the 

money  back. 

This  is  a  very  large  subject,  and  nothing  can 
be  done  in  a  single  chapter  of  this  book  except 
to  lay  emphasis  on  the  importance  of  word 
study  and  of  searching  for  words  that  are  the 
most  efficient  in  conveying  to  the  reader  the 
ideas  or  pictures  that  the  writer  wishes  to  con- 
vey. I  shall  never  forget  the  early  lesson  that 
an  editor  taught  me  when  he  blue-penciled  my 
** famous  politician"  to  "  notorious  politician." 

148 


PRICE  AND  POWER  OF  WORDS 

Study  this  striking  headline:  "Weis'  Prun- 
ing Shears  Will  Snip  a  Broom  Handle."  Right 
along  with  the  headline  were  illustrations  of 
several  sections  of  broom  handle  sliced  off. 
"Snip"  may  not  be  the  purest  English,  but 
consider  the  impression  that  it  conveys  to  the 
mind  —  the  instant  severance  of  the  broom 
handle  as  if  it  had  been  a  thread  clipped  with 
scissors.  Try  replacmg  "snip"  with  any  other 
word  that  will  mean  cutting  or  severing  and 
see  if  you  can  duplicate  the  effect. 

"Velvet  shave"  is  another  example  of  an 
apt  phrase  that  conveys  graphically  an  attrac- 
tive idea  of  a  smooth,  painless  shave.  Think 
of  the  picturesqueness  of  "the  Prudential 
has  the  strength  of  Gibraltar."  What  six 
words  could  convey  more  to  a  farmer  than 
"horse  high,  pig  tight,  bull  strong,"  as  applied 
to  a  wire  fence.?  It  is  said  that  a  farm-engme 
advertisement  became  more  effective  when 
the  engine  was  referred  to  as  the  "iron  horse." 
Whether  this  is  strictly  correct  or  not,  there 
is  no  denying  that  the  ad-writer  always  gains 
when  he  seizes  figures  of  speech  that  make  his 

149 


it 


[ 


it 


WRITING  AN  ADVERTISEMENT 

meaning  instantly  clear  and  vividly  impres- 


sive. 


A  group  of  advertising  men  once  spent  half 
an  hour  discussing  a  very  brief  advertisement 
for  a  popular  restaurant.  For  some  time  the 
headline  "Eat  at  Brown's"  was  regarded  as 
acceptable,  but  when  "dine"  was  suggested 
for  "eat,"  the  entire  company  agreed  that  the 
change  gave  the  advertisement  better  tone. 

Words  and  sentences  do  not  necessarily 
have  to  be  short  in  order  to  be  strong  in  picture- 
painting  power.  The  advice  is  frequently  given 
that  advertising  copy  must  consist  of  short 
words  and  short,  snappy  sentences.   "Short, 
snappy  sentences"  are  ideal  for  some  pur- 
poses in  advertising  and  poor  for  others.  Some 
advocates  of  short  words  have  at  times  writ- 
ten letters  on  the  superiority  of  one-  and  two- 
syllable  words  over  those  with  three  and  four 
syllables,  while  in  their  own  letters  denying 
the  value  of  long  words  they  freely  used  the 
longer  words!    "Advertisement"   is   a  four- 
syllable  word;  so  is  "introduction"  and  hun- 
dreds of  others  that  are  indispensable. 

ISO 


PRICE  AND  POWER  OF  WORDS 


To  express  ideas  clearly  and  forcefully  to 
the  reader,  you  must  use  words  that  are  famil- 
iar to  him.  Whether  they  are  short  or  long  is 
immaterial,  though  it  follows  that,  everything 
else  being  equal,  short  words  are  preferred  in 
advertising  for  the  very  good  reason  that  they 
occupy  less  space.  For  the  same  reason  the 
words  that  may  be  easily  dispensed  with  are 
often  lopped  off  in  advertising.  "Does  n't 
scratch"  is  just  as  effective  as  "It  doesn't 
scratch." 

Advertisers  who  have  experimented  with 
such  closing  expressions  to  advertisements  as 
"Cut  this  ad  out"  declare  that  a  change  from 
the  word  "cut"  to  the  word  "tear"  helps 
results. 

Because  of  the  fact  that  every  writer  has  his 
own  individual  style  and  because  naturalness 
and  sincerity  are  all-important,  it  seems  gen- 
erally agreed  that  copy-writing  can  hardly  be 
a  cooperative  business.  That  is  to  say,  while 
it  is  well  to  have  the  criticisms  of  other  people 
not  only  as  to  the  accuracy  of  statements 
made  but  as  to  their  clearness  and  impres- 


WRITING  AN  ADVERTISEMENT 

siveness,  it  is  generally  best  that  one  writer 
should  work  out  the  changes.  Undoubtedly 
there  are  many  cases  where  copy,  worked 
over  and  finally  put  in  such  final  shape  that  it 
contains  the  language  and  ideas  of  a  number 
of  people,  has  been  good  copy,  but  often  this 
method  turns  out  to  be  a  case  of  too  many 
cooks  spoilmg  the  broth. 


XV 


SOME   AD-WRITING    EXPERIENCES 

Whenever  an  advertising  man  attempts 
to  tell  how  he  would  write  an  advertisement 
about  goods  or  service  that  he  knows  little  or 
nothing  about,  he  does  what  he  would  tell  a 
student  of  advertising  is  putting  the  cart  be- 
fore the  horse  —  attempting  to  write  before 
finding  what  there  is  to  write  about.  By  rea- 
son of  his  unfamiliarity,  he  runs  the  risk  of 
advocating  some  appeal  or  argument  that 
might  seem  weak  or  ridiculous  were  he  in  full 
possession  of  the  facts.  Therefore,  while  not 
desiring  to  overwork  personal  experiences  and 
references  in  this  book,  I  shall  attempt  to 
make  clearer  the  principles  of  ad-writing  by 
tracing  the  processes  by  which  different  ad- 
vertisements of  my  own  composition  were 
prepared.  My  own  method  of  compiling  facts, 
digesting  them,  and  writing  copy  may  not  be 
precisely  the  methods  of  other  advertising 


I  11 


I 


WRITING  AN  ADVERTISEMENT 

men,  but  there  can  be  no  great  differences. 
Some  men  are  more  systematic  and  conscious 
of  their  acts  than  others;  but  this  is  largely  a 
matter  of  temperament. 

One  of  the  most  interesting  experiences  I 
ever  had  was  in  writing  the  advertisement  of  a 
national  bank.  This  bank,  The  Traders  Na- 
tional of  Scranton,  Pennsylvania,  is  one  of  a 
number  of  excellent  banks  in  the  metropolis 
of  the  anthracite  region.  It  is  not  the  oldest 
or  the  largest  bank  in  its  territory,  nor  even 
next  to  the  largest  or  oldest. 

National  banks  do  business  along  much  the 
same  lines.  They  lend  money  on  about  the 
same  conditions;  they  pay  the  same  rate  of 
interest  on  savings  deposits;  they  are  usually 
conveniently  located;  and  all  of  the  well- 
equipped  banks  have  safe-deposit  vaults, 
ladies'  rooms,  etc.  Consequently,  at  first 
thought,  it  appears  difficult  to  do  any  very 
distinctive  advertising  for  a  national  bank. 

In  my  opinion,  the  preachy,  save-your- 
money  bank  advertisement  has  been  over- 
worked.  It  certainly  had  been  in  Scranton. 


SOME  AD-WRITING  EXPERIENCES 

With  thousands  of  young  people  coming  into 
maturity  all  the  time,  a  certam  amount  of  the 
save-your-money  argument  is  a  good  thing 
for  every  bank,  but  each  such  advertisement 
should  present  a  pointed  reason  for  saving  or 
some  plan  of  saving,  etc.,  rather  than  cut-and- 
dried,  save-your-money  talk.  The  idea  of  hav- 
ing money  laid  by  for  a  business  education 
or  for  an  imusual  investment  opportunity,  a 
home,  a  vacation,  a  trip  abroad,  etc.,  —  are 
all  live  appeals. 

But  my  analysis  of  the  situation  in  Scranton 
led  me  to  believe  that  something  more  than 
saving  preachments  was  needed.  The  saving 
talk  did  some  good  undoubtedly,  but  in  a  way 
it  was  publicity  for  all  the  Scranton  banks.  It 
was  difficult  to  tie  up  such  advertising  to  one 
bank. 

Banks  are  much  alike,  and  yet  much  unlike. 
A  bank  is  not  a  mere  building  with  certain 
windows  for  receiving  and  paying  out  money 
and  a  big  vault  for  keeping  cash  and  valuables 
safe.  Each  bank  has  a  distinct  individuality 
created  by  the  people  who  run  it,  and  that 


II 


WRITING  AN  ADVERTISEMENT 


SOME  AD-WRITING  EXPERIENCES 


individuality  is  as  different  as  the  individual- 
ity of  people.  It  is  the  same  way  with  stores. 
Think  over  the  banks  and  stores  that  you  are 
acquainted  with.  Each  has  an  individuality 
or  atmosphere  all  its  own.  Maybe  you  could 
not  express  that  individuality  in  words,  but 
it  is  there  just  the  same. 

I  believed  that  the  main  appeal  of  the  Trad- 
ers Bank  advertising  should  be  of  a  sort  that 
would  stamp  the  individuality  of  the  bank 
on  the  community.  Fortunately,  the  Traders 
Bank  had  the  prime  essential  of  an  advertis- 
ing campaign  —  something  to  advertise.  Be- 
fore I  had  been  called  in,  its  managers  had 
given  most  careful  attention  to  policy  and 
service,  and,  with  excellent  advertising  judg- 
ment, had  decided  that  they  would  endeavor 
to  make  the  bank  known  by  its  courteous  ser- 
vice. "Courtesy  our  Watchword"  had  been 
adopted  as  a  slogan.  Weekly  meetings  of  the 
employees  were  held,  at  which  was  empha- 
sized the  necessity,  on  the  part  of  every  one 
from  messenger  to  president,  for  treating  with 
the  utmost  courtesy  everybody  who  entered 

156 


the  bank,  wrote  to  it,  or  called  on  the  tele- 
phone. 

A  bank's  advertising  must  carry  a  certain 
amount  of  dignity.  It  is  not  so  easy  to  adver- 
tise the  courtesy  of  a  bank  or  its  strength 
without  too  much  formality  or  too  much  of 
the  throwing-flowers-at-ourselves  spirit.  Be- 
tween the  two  extremes,  however,  is  an  inter- 
esting, cordial  style  that  commands  the  favor- 
able attention  of  the  public. 

This  advertising  policy  and  campaign  proved 
successful.  To-day  there  are  few  people  with- 
in the  territory  of  the  Traders  National  Bank 
of  Scranton  who  do  not  think  of  that  institu- 
tion as  the  bank  that  is  distinguished  by  its 
courteous  service.  The  advertisements  shown 
facing  page  154  tell  the  remainder  of  the  story. 
It  will  be  observed  that  little  incidents  and 
interesting  points  were  taken  as  texts  for  the 
preaching  of  the  "courteous  service  sermons." 
These  were  chosen  deliberately  for  their  inter- 
est value.  We  even  told  why  the  word  "  please  " 
appeared  in  the  elevator  sign, —  "What  floor, 
please?"  —  explaining  that  this  was  typical 

157 


WRITING  AN  ADVERTISEMENT 


of  the  spirit  at  the  Traders  National.  We  were 
complimented  by  receiving  requests  from  dif- 
ferent parts  of  the  country  for  advertisements 
of  the  same  style  for  other  banks.  I  had  to 
explain  to  several  bank  cashiers  that  it  would 
be  impossible  to  create  these  "human-inter- 
est," individual  advertisements  for  them  un- 
less I  had  opportimity  to  get  into  their  insti- 
tutions, study  their  policies  and  people  —  in 
other  words,  I  could  not  draw  a  realistic  pic- 
ture of  something  I  knew  little  about. 

Here  is  a  subject  that  I  have  often  used  as 
an  example  of  analysis  and  the  building-up  of 
copy.  The  article  is  a  device  known  as  the 
Soapator,  selling  for  several  dollars,  which  is 
fastened  to  washstands,  and  which,  with  a 
turn  of  the  handle,  granulates  a  little  soap 
into  your  hand.  The  Soapator  is  a  good  ex- 
ample of  an  article  for  which  there  is  no  lack 
of  distinctive  selling  argument.  In  the  first 
place,  we  have  the  point  of  economy.  The 
soap  is  kept  dry  and  the  waste  from  excessive 
wetting  is  eliminated.  As  the  soap  is  granu- 
lated and  fluffs  up,  the  user  gets  all  that  he 

158 


This  House  Would 
Probably  Suit  You 

My  change  of  residence  to  Easton  forces  me  to  put  on  the  market  the 
bouse  I  had  built  at  816  Taylor  avenue  in  1908.    See  above  picture  at  right. 

This  house  is  not  perfection  but  is  probably  as  finely  appointed,  con- 
venient and  distinctive  a  house  as  any  of  its  size  in  Scranton. 

Lot  40x150.  finely  graded  and  sodded;  trees,  shrubs,  flowers,  etc.-  back 
yard  fenced  with  solid  board,  top-rail  fence,  painted;  small  garden  with 
strawberry  bed  and  other  berries.  Street  curbed  and  asphalted  in  1911- 
and  the  block  is  now  one  of  the  prettiest  on  the  Hill,  not  a  cheap-lookine 
house  in  it.  * 

House  well  equipped  with  screens,  awnings,  etc.  Fine  front  porch 
Entire  outside  repainted  eighteen  months  ago  by  Rehrig.  Both  first  and 
second  floors  papered  and  redecorated  by  Williams  &  31cAnulty  last  Fall 
Excellent  condition  throughout. 

First  floor  has  reception  hall,  sitting-room  with  open  fireplace  and  book- 
cases built  in,  dining-room,  kitchen,  pantry  Oak  floor  except  in  kitchen- 
hardwood  trim  in  front  part.  ' 

Second  floor  has  three  bedrooms  and  tiled-wall  bath.  Front  room  is 
double  room,  with  open  fireplace.  Closet  in  each  room.  Linen  closet. 
Large  room  on  third  floor  that  could  be  made  easily  into  two  rooms-  has 
light  and  heat. 

Extra  fine  fixtures  throughout,  gas  and  electricity,  fine  gas  range;  "steam 
heat;  cold-storage  closet  and  extra  water  closet  in  cellar;  extra  large  coal 
bins  and  hot- water  tank;  laundry  stove  and  tubs;  cement  floor. 

There  i;j  some  fun  and  several  pecks  of  trouble  in  building  a  house 
You  can  buy  this  house  and  lot  for  $500  less  than  vou  could  now  dupli 
cate  it,  with  the  present  cost  of  building  and  real  estate. 

Fine  buy  for  somelxxly  who  can  make  a  largely  cash  deal.  Talk  with 
Reynolds  &  Wynkoop,  Peoples  Bank  Building,  or  your  own  preferred  agent. 

S.  ROLAND  HALL,  Formerly  of  I.  C.  S. 


Forceful  headline  followed  by  interesting  details 
Originally  a  double-column  newspaper  advertisement 


INTENTIONAL  SECOND  EXPOSURE 


m 


WRITING  AN  ADVERTISEMENT 

of  the  spirit  at  the  Traders  National.  We  were 
complimented  by  receiving  requests  from  dif- 
ferent parts  of  the  coimtry  for  advertisements 
of  the  same  style  for  other  banks.  I  had  to 
explain  to  several  bank  cashiers  that  it  would 
be  impossible  to  create  these  "human-inter- 
est," individual  advertisements  for  them  un- 
less I  had  opportimity  to  get  mto  their  msti- 
tutions,  study  their  policies  and  people  —  in 
other  words,  I  could  not  draw  a  realistic  pic- 
ture of  something  I  knew  little  about. 

Here  is  a  subject  that  I  have  often  used  as 
an  example  of  analysis  and  the  building-up  of 
copy.  The  article  is  a  device  known  as  the 
Soapator,  selling  for  several  dollars,  which  is 
fastened  to  washstands,  and  which,  with  a 
turn  of  the  handle,  granulates  a  little  soap 
into  your  hand.  The  Soapator  is  a  good  ex- 
ample of  an  article  for  which  there  is  no  lack 
of  distinctive  selling  argument.  In  the  first 
place,  we  have  the  point  of  economy.  The 
soap  is  kept  dry  and  the  waste  from  excessive 
wetting  is  eliminated.  As  the  soap  is  granu- 
lated and  fluffs  up,  the  user  gets  all  that  he 

158 


This  House  Would 
Probably  Suit  You 

My  change  of  residence  to  Easton  forces  me  to  put  on  the  market  the 
house  1  had  built  at  816  Taylor  avenue  in  1908.    See  above  picture  at  right 

This  house  is  not  perfection  but  is  probably  as  finely  appointed,  con- 
venient and  distinctive  a  house  as  any  of  its  size  in  Scranton. 

Lot  40x150.  finely  graded  and  sodded;  trees,  shrubs,  flowers,  etc.-  back 
yard  fenced  with  solid  board,  top-rail  fence,  painted;  small  garden  with 
strawberry  bed  and  other  berries.  Street  curbed  and  asphalted  in  1911- 
and  the  block  is  now  one  of  the  prettiest  on  the  Hill,  not  a  cheap-lookine 
house  in  it.  ° 

House  well  equipped   with   screens,  awnings,  etc.     Fine  front   porch 
Entire  outside  repainted  eighteen  months  ago  by  Rehrig.     Both  first  and 
second  floors  papered  and  redecorated  by  Williams  &  3IcAnulty  last  Fall 
Excellent  condition  throughout. 

First  floor  has  reception  hall,  sitting-room  with  open  fireplace  and  book- 
cases built  in,  dining-room,  kitchen,  pantry  Oak  floor  except  in  kitchen- 
hardwood  trim  in  front  part.  ' 

Second  floor  has  three  bedrooms  and  tiled-wall  bath.     Front  room  is 
double  room,   with  open  fireplace.      Closet  in  each  room.     Linen  closet 
Large  room  on  third  floor  that  could  be  made  easily  into  two  rooms-  has 
light  and  heat.  ' 

Extra  fine  fixtures  throughout,  gas  and  electricity,  fine  gas  range;  steam 
heat;  cold-storage  closet  and  extra  water  closet  in  cellar;  extra  large  coal 
bins  and  hot- water  tank;  laundry  stove  and  tubs;  cement  floor. 

There  is  some  fun  and  several  pecks  of  trouble  in  building  a  house 
You  can  buy  this  house  and  lot  for  $500  less  than  vou  could  now  dupli' 
cate  it,  with  the  present  cost  of  building  and  real  estate. 

F'°e  buy  for  somel)ody  who  can  make  a  largely  cash  deal.  Talk  with 
Reynolds  «fc  Wynkoop.  Peoples  Bauk  Building,  or  your  own  preferred  agent. 

S.  ROLAND  HALL,  Formerly  of  L  C.  S. 


Forceful  headline  followed  by  interesting  details 
Originally  a  double-column  newspaper  advertisement 


SOME  AD-WRITING  EXPERIENCES 


1 


needs  with  a  turn  or  two  of  the  handle.  He 
may  idly  play  with  a  cake  of  soap  in  the  basin, 
using  several  times  as  much  as  he  needs,  but 
he  will  not  amuse  himself  by  continuing  to 
turn  the  handle  of  the  Soapator.  The  soap  is 
locked  into  this  device,  thus  making  it  impos- 
sible for  people  in  hotels  to  walk  off  with  the 
cake.  The  cake  is  used  down  to  the  last  bit, 
and  there  are  no  small  pieces  of  soap  running 
through  the  pipes  to  clog  them  up. 

Finally,  the  Soapator  method  is  the  sanitary 
one.  You  grind  out  fresh  soap  for  your  wash 
and  do  not  have  to  use  a  soiled  cake  that  may 
have  been  in  use  by  various  people  whose 
ablutions  you  would  not  care  to  follow,  judg- 
ing from  the  traces  left  behind.  Against  all 
these  advantages  of  the  Soapator  there  is 
that  fearful  obstacle  of  habit.  People  are  habit- 
uated to  buying  and  using  cake  soap.  Besides, 
the  use  of  the  Soapator  calls  for  the  expendi- 
ture of  several  dollars  to  start  with,  and  there 
is  the  trouble  of  putting  on  the  fixture. 

Now,  then,  with  a  rich  assemblage  of  mate- 
rial, we  have  the  task  of  deciding  what  the 

159 


WRITING  AN  ADVERTISEMENT 


ft 


ill 


appeal  shall  be.  Shall  the  argument  be  econ- 
omy or  convenience  or  sanitation?  It  would 
not  be  difficult  to  get  up  a  number  of  effective 
appeals,  and,  indeed,  in  advertising  an  article 
of  this  kind  it  would  be  well  to  use  different 
forms  of  appeal,  for  certain  possible  buyers 
would  be  particularly  impressed  with  the  econ- 
omy appeal  —  hotels,  for  example.  My  choice 
of  openings  for  the  main  appeal  of  this  adver- 
tisement would  be  the  sanitary  argument. 
"Dirty  Soap  is  Dangerous"  would  be  a  good 
headline,  and  we  could  ride  in  on  the  general 
public  tendency  nowadays  toward  greater 
sanitation. 

The  house  advertisement  speaks  for  itself. 
A  house  is  a  subject  with  great  possibilities 
for  individual  treatment  in  advertisements, 
but  this  seems  to  be  seldom  recognized.  The 
people  in  the  market  for  a  home  are  keenly 
interested  in  the  small  details  of  the  properties 
that  are  offered  for  sale.  I  had  always  thought 
that  if  I  advertised  a  house  for  sale,  I  would 
illustrate  the  property  and  give  a  frank,  full 
description  of  it.  That  I  was  correct  in  my 

1 60 


SOME  AD-WRITING  EXPERIENCES 

conception  of  this  matter  seems  to  be  proved 
by  the  fact  that  the  advertising  sold  the  house 
quickly  and  at  moderate  cost  when  the  real- 
estate  market  was  exceedingly  dull  in  the  com- 
munity where  the  property  was  located.  At 
least  one  reader  of  the  advertisement  clipped 
it  and  sent  it  to  her  husband,  then  in  another 
city,  as  the  best  means  of  telling  him  just 
what  the  property  was. 

Portland  cement  is  a  highly  standardized 
product.  Unfortunately  for  the  manufactur- 
ers, all  Portland  cement  carries  the  general 
name  "Portland,"  because  of  the  fact  that  the 
discoverer  of  this  cement  thought  the  stone 
he  made  with  it  resembled  the  oolitic  lime- 
stone on  the  island  of  Portland  off  the  coast  of 
England;  so  he  called  his  cement  "Portland 
Cement."  Portland  cement  is  now  made  from 
various  raw  materials,  by  scores  of  different 
concerns,  each  with  its  own  policies  and  meth- 
ods, but  a  large  part  of  the  general  pub- 
lic loses  sight  of  the  manufacturer's  brand 
altogether  and  buys  merely  "Portland  Ce- 
ment," thinkmg  that  it  is  all  the  same  product. 

161 


H 


m 


WRITING  AN  ADVERTISEMENT 

The  truth  is  that  most  Portland  cements  are 
nowadays  made  to  come  up  to  certain  re- 
quirements as  to  fineness,  tensile  strength, 
etc.,  known  as  "standard  specifications,"  and 
all  cement  for  large  works  is  tested  by  the  en- 
gineer or  contractor  to  see  that  it  actually  does 
meet  these  tests.  These  facts  mean  that  from 
an  advertising  point  of  view  the  product  is 
standardized  and  that  it  is  difficult  for  any 
one  manufacturer  of  Portland  cement  to  "  in- 
dividualize"  his  product,  so  to  speak.  Yet 
this  is  possible  by  means  that  have  already 
been  pointed  out  —  studying  the  product,  its 
manufacturing  and  its  uses,  and  getting  the 
"point  of  contact"  with  the  user  by  present- 
ing those   features  of  cement  that  most  in- 
terest him.  It  is  easy  to  capture  the  atten- 
tion of  farmers  and  other  home-owners,  by 
running  a  series  of  advertisements  that  illus- 
trated first  one  and  then  another  home-or- 
farm-concrete  improvement.  It  is  not  so  easy 
to  catch  the  attention  of  che  larger  users  of 
cement.    Nevertheless,  the  use  of  views   of 
notable  underukings  will  command  the  in- 

162 


LPHA  under  the  Hudson 


The  great  New  York  Aqueduct,  now  fast  approaching  completion, 
is  the  most  noteworthy  undertaking  of  its  kind. 


To  transport,  such  a  distance  and  under 
such  conditions,  a  supply  of  water  ample 
for  the  needs  of  the  metropolis  for  an  indefi- 
nite number  of  years  required  the  best 
engineering  skill  and  the  most  powerful 
of  building  material. 

It  is.  therefore,  a  great  tribute  to  the 
high-water  mark  quality  of  ALPHA 
Portland  Cement  that  a  total  of  mer  a. 
million  barrels  will  have  been  used  in  the 
completed  Aqueduct. 

Still  more  interesting,  however,  is  the 
fact  that  where  the  monster  tube  goes 
stiaight  down  for  over  a  thousand  feet 
and  crosses  in  the  rocky  depths  under  the 
Hudson,  where  the  pressure  is  about 
90.000  pounds  per  square  foot,  ALPHA 
Portland    Cement    was    used    exclusively 


for  the  concrete  lining  designed  to  prevent 
seepage  and  leaking. 

But  this  is  only  one  of  a  long  list  of  great 
engineering  undertakings  where  ALPHA 
was  selected  for  the  important  work  after 
the  most  exacting  tests. 

ALPHA  Service  is  on  a  par  with  ALPH.\ 
quality.  Six  great  plants  on  six  great 
trunk  lines.  One  great  plant  with  its 
private  docks  directly  on  the  Hudson 
River,  ideally  situated  for  Coast,  Canal 
and  export  shipments.  Daily  capacity 
of  25,000  barrels.  Storage  capacity  for 
2,000,000  barrels.  Prompt  shipments  of 
properly  burned,  properly  ground, properly- 
aged  finest-quality  Portland  Cement  at  all 
times. 

Ask  for  the  ALPHA  Book. 


ALPHA  PORTLAND  CEMENT  CO.,  General  Offices,  Easton,  Pa. 

Salo  OIRcc*:  New  York.  CUcato,  Baltimore.  Philadelphia,  Boston,   Plllsburftti.  Buflalo,  Savannah. 


Specify    ALPHA 


and    be 
SURE 


Riding  into  attention  on  the  interest  of  the  construction  world  in  a  great 

engineering  undertaking 

Size  of  original,  7  X  9I 


SOME  AD-WRITING  EXPERIENCES 

terested  attention  of  architects,  engineers,  and 
builders.  Note  the  "Alpha  Under  the  Hud- 
son" advertisement.  Perhaps  nothing  In  the 
way  of  engineering  on  the  American  continent 
was  talked  about  more  than  the  great  Cat- 
skill  Aqueduct  of  New  York.  This  advertise- 
ment earned  so  much  attention  that  men 
connected  with  very  large  construction  com- 
panies wrote,  asking  if  we  could  furnish  other 
details  of  the  construction  of  the  great  tube 
where  it  was  carried  down  over  eleven  hun- 
dred feet  under  the  Hudson  River. 

Early  in  my  study  of  the  problem  of  ad- 
vertising Alpha  Cement  I  was  impressed  with 
the  company's  practice  of  requiring  hourly  tests 
of  the  product.  It  seemed  to  me  that  if  the 
cement-using  world  could  be  impressed  with 
the  Idea  that  Alpha  Is  "the  hour-tested  ce- 
ment," we  should  gain  much.  Possibly  other 
cement  companies  test  their  product  regularly, 
too,  but  the  public  does  not  know  it  to  be  the 
truth.  The  hourly  test  makes  good  argument. 
The  question  was.  What  is  the  most  attrac- 
tive way  to  put  this  before  the  public  ?  how 

163 


PI 


Ili 


I 

i  il 


WRITING  AN  ADVERTISEMENT 

can  the  hourly  test  be  visualized  ?  The  answer 
was  simple:  Make  a  clock  or  a  watch  the  dis- 
play feature  of  the  advertisements.  In  the  first 
place,  the  timepiece  would  act  as  an  attention- 
drawer,  a  curiosity-stimulator.  Then  the  fa- 
miliarity of  the  public  with  this  indicator  of 
the  hours  would  enable  me  to  make  the  hourly- 
tested  argument  as  clear  as  day  even  to  the 
casual  reader.  The  advertisement  facmg  this 
page  shows  one  way  in  which  the  hourly 
argument  was  featured.  When  the  adver- 
tismg  man  strikes  a  good  argument,  usually 
slightly  different  ways  of  presenting  it  can  be 
found,  so  that  the  reader  does  not  have  to  be 
bored  with  the  same  design  used  again  and 
again  in  exactly  the  same  form.  The  hourly- 
test  idea  has  been  illustrated  in  four  different 
ways  in  Alpha  Cement  copy. 

I  have  been  in  advertising  work  for  fifteen 
years,  writing  copy  of  various  kinds  during  all 
of  that  time.  Yet  some  two  years  ago  I  spent 
an  hour  thinking  over,  planning,  and  construct- 
ing an  apparently  simple  advertisement  that, 
when  completed,  did  not  contain  more  than 

164 


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Every  Hour 

our  staff  of  chemists  inspect  ALPHA  Portland  Cement 
throughout  each  stage  of  its  manufacture,  to  see  that 
the  raw  materials  are  proportioned  exactly  right ;  to  be 
sure  that  the  burning  is  thorough ,  that  the  grinding 
IS  finer  llian  required  by  sundard  specifications;  that 
the  finished  product  is  as  good  Portland  Cement  as 
can  be  made 


ALPHA 


PORTLAND 
CEMENT 

The  High-Water  \fark  of  Quality 

is  then  stored  for  proper  seasoning^.  \\c  Iiave  facilities 
for  storing  2.000,000  barrels  of  ALPHA.  Not  ^  bag 
of  cement  is  shipped  that  is  not  properly  seasoned — 
that  we  do  not  guarantee  to  more  than  meet  every 
standard  test. 

ALPHA  is  an  exceptcmal  cement,  made  by  a  company 
of  twenty-three  years*  experience  whose  po'icy  has 
always  been  to  manufacture  the  best,  strongest  safe 
Portland  Cement  that  can  be  produced. 

Six  great  plants  on  ?ix  trunk  Iinei — one  plant  directly  on  the 
Hudson,  with  private  docks,  ideally  situated  for  Coast,  Canal 
and  export  jhipment — enaMe  us  to  render  ALPH.\  service 
that  IS  on  a  par  with  the  high  quality  of  ALPHA  Portland 
Cement 

Alpha  Portland  Cement  Co..GeBeral  OffioeirEMtoa.  Pa. 

S4let  0<Tice«.  New  York.  Chicuo.  Phiti'frlphia.  Botton,  Piiiiburgh,  DjI- 
timofC.    Buffalo,   Savannah 

sp««y  ALPHA  'sf  r¥ 


'11 


The  clocks  visualize  the  hourly  test  argument 
Originally  a  7  xio  page 


INTENTIONAL  SECOND  EXPOSURE 


4 


li 


WRITING  AN  ADVERTISEMENT 

can  the  hourly  test  be  visualized  ?  The  answer 
was  simple :  Make  a  clock  or  a  watch  the  dis- 
play feature  of  the  advertisements.  In  the  first 
place,  the  timepiece  would  act  as  an  attention- 
drawer,  a  curiosity-stimulator.  Then  the  fa- 
miliarity of  the  public  with  this  indicator  of 
the  hours  would  enable  me  to  make  the  hourly- 
tested  argument  as  clear  as  day  even  to  the 
casual  reader.  The  advertisement  facing  this 
page  shows  one  way  in  which  the  hourly 
argument  was  featured.  When  the  adver- 
tising man  strikes  a  good  argument,  usually 
slightly  different  ways  of  presenting  it  can  be 
foimd,  so  that  the  reader  does  not  have  to  be 
bored  with  the  same  design  used  again  and 
again  in  exactly  the  same  form.  The  hourly- 
test  idea  has  been  illustrated  in  four  different 
ways  in  Alpha  Cement  copy. 

I  have  been  in  advertising  work  for  fifteen 
years,  writing  copy  of  various  kinds  during  all 
of  that  time.  Yet  some  two  years  ago  I  spent 
an  hour  thinking  over,  planning,  and  construct- 
ing an  apparently  simple  advertisement  that, 
when  completed,  did  not  contain  more  than 

164 


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'^ 


\^  / 


^I\> 


^S. 


%^  / 


^ 


\ 


^'V 


R 


^' 


1^1  / 


V 


%^/ 


1\> 


Every  Hour 

our  staff  of  chemists  inspect  ALPHA  Ponland  Cement 
throughout  each  stage  of  its  manufacture,  to  see  that 
the  raw  materials  are  proportioned  exactly  right ;  to  be 
sure  that  the  burning  is  thorough ,  that  the  grinding 
IS  finer  than  required  by  standard  specifications ,  that 
the  finished  product  is  as  good  Portland  Cement  as 
can  be  made 


ALPHA 


PORTLAND 
CEMENT 

The  High-Water  Mark  of  Quality 

is  then  stored  for  proper  seasoning.  \\  e  have  facihties 
for  storing  2.000.000  barrels  of  ALPHA.  Not  9  bag 
of  cement  is  shipped  that  is  not  properly  seasoned — 
tliat  we  do  not  guarantee  to  more  tliaii  meet  every 
standard  test,     p 

ALPHA  rs  an  exceptnnal  cement,  made  by  a  company 
of  twenty-three  years'  experience  whose  policy  has 
always  been  to  manufacture  the  best,  strongest  safe 
Portland  Cement  that  can  be  produced. 

Six  great  plints  on  six  trunk  linr« — one  plant  direcdy  on  the 
Hudson,  with  privaie  docks,  idraiiy  sitiuicd  tor  Coast.  Canal 
and  expon  shipment— cnalitc  us  10  render  ALPH.A  service 
that  IS  on  a  par  with  the  hiiih  quahly  of  ALPHA  Portland 
Cement 

Alpha  Portland  Cement  Co.,Geaenl  OfTioecEaitoa.  Pi. 

Salfi  (Mic««,   New  York.  Cbicuo.   PhiixlHphu.   BoMon.  Piiisbyrfh.  D;il- 
ttmore,   Buff^k),  Sxvaniiah. 

Specify  ALPHA  "sifa^' 


The  clocks  visualize  the  hourly  test  argument 
Originally  a  7  X  i  o  page 


iil: 


Use  Cement  That 
Is  Tested  Hourly 

In  all  ALPHA  CEMENT  plants  the  chemist  is  a  real  boss.  No  zeal  for  large  out- 
put or  low  operating  cost  is  allowed  to  ihterfere  with  his  authority  or  lower  his  stand- 
ard. The  fact  that  all  large  users  of  cement  make  their  private  tests  does  not  lessen 
our  vigilance.  Every  hour,  day  and  night,  our  chemists  and  chemical  engineers  test 
ALPHA  Portland  Cement  to  see  that  the  raw  materials  are  proportioned  exactly 
right ;  that  the  burning  is  thorough ;  that  the  grinding  is  finer  than  required  by  stand- 
ard specifications;  that  the  finished  product  is  as  good  Portland  Cement  as  can  be 
made. 

ALPHA  llVi'ii}^ 

The  High -Water  Mark  of  Quality 

is  then  stored  for  proper  seasoning.    We  have  facilities  for  storing  2,000,000  barrels  of  ALPHA. 

Not  a  bag  of  cement  is  shipped  that  we  do  not  guarantee  to  more  than  meet  everj'  standard  test 

ALPHA  is  an  exceptional  cement,  made  by  a  company  of  twenty-three  years'  experience,  whose 

policy  has  always  been  to  manufacture  the  best,  strongest,  safe  Portland  Cement  that  can  be 

produced. 

Six  great  plants  on  six  trunk  lines— one  plant  directly  on  the  Hudson,  with  private  docks,  ideaUy^ 

situated  for  Coast,  canal  and  export  shipment,  enable  us  to  render 

ALPHA  service  that  is  on  a  par  with  the  high  quaUty  of  ALPHA 

Portland  Cement. 

Alpha   Portland    Cement   Company 

General  Offices:  Easton,  Pa. 

S«lM  OacM:  N«w  York.  CMcM*.  n>Ua4«l|iW«,  ■■«tu«,  PItuburgb,  B«ltliBoia,  Bua>lo,  SsTUMk. 

sp«cifyALPt1AluRl 

The  pointing  finger  and  the  watch  draw  attention  to  the  leading  point  or 

argument 

This  advertisement  was  originally  a  7  X  lo  page  in  the  Engineering  N'ews 


( 


m 


SOME  AD-WRITING  EXPERIENCES . 

one  hundred  and  fifty  words.  My  subject  was 
Life  Buoy  Soap.  Life  Buoy  Soap  is  an  excel- 
lent soap  for  toilet  and  general  washmg  pur- 
poses, but  it  has  a  slight  carbolated  odor  (the 
odor  of  carbolic  acid),  which  is  disagreeable, 
or  at  least  unagreeable,  to  many  people,  de- 
spite the  fact  that  the  carbolic  ingredient  in 
Life  Buoy  attacks  germs,  makes  the  skin  sani- 
tary, and  keeps  anything  that  you  may  wash 
cleaner  than  most  soaps  do. 

Before  the  subject  came  to  me  for  my  work, 
a  dozen  grocers  and  druggists  had  been  mter- 
viewed,  had  been  asked  what  classes  of  people 
bought  the  soap,  what  they  bought  it  for,  how 
buyers  said  they  liked  it,  and  so  on.  Further- 
more, an  experienced  investigator  had  can- 
vassed nearly  a  thousand  homes  in  the  city  of 
Philadelphia  to  determine  (i)  what  proportion 
of  the  people  had  bought  or  were  using  Life 
Buoy  Soap;  (2)  why  those  who  had  stopped 
usmg  it  did  so;  (3)  why  those  who  used  Life 
Buoy  regularly  liked  it  and  for  what  purposes 
they  used  it  most;  and  other  such  data.  These 
reports  were  before  me  as  I  wrote,  and  I  had 

165 


WRITING  AN  ADVERTISEMENT 

bought  a  cake  of  the  soap,  examined  it  care- 
fully, and  used  it,  so  that  I  could  write  in  full 
knowledge  of  the  article. 

The  problem,  then,  was  thisi  Here  is  an 
excellent  soap  for  toilet  and  general  use  on 
sale  in  drug  stores  and  grocery  stores  through- 
out the  country,  but  which  is  not  bought  to 
any  great  extent  mainly  because  the  carbo- 
lated  odor  is  objectionable  —  because  people 
do  not  realize  that  this  smell  is  a  clean  smell  — 
that  it  does  not,  as  a  heavy  perfume  may  do, 
cover  up  germs. 

Suppose  somethmg  like  this  were  written: — 

BUY  LIFE   BUOY  SOAP 

once  and  you  will  buy  it  always.  You  can't  use 
this  high-grade  soap  for  your  hands  or  for  gen- 
eral purposes  without  being  convinced  that  it 
affords  the  best  and  cleanest  wash  in  existence. 
Don't  mind  the  carbolated  odor,  for  that  means 
only  that  Life  Buoy  is  death  to  the  germs  that 
are  in  dirt.  Germs  are  dangerous  things  and 
you  owe  it  to  yourself  to  protect  yourself  against 

them. 

Try  Life  Buoy  once  and  you  will  buy  it  always. 
Five  cents  a  cake  at  all  druggists  and  grocers. 

i66 


Lay  That  Cellar  Floor  Now 


while  you  have  the  time  to  make  a  good  job  of  it.  Concrete  makes  a  clean, 
everlastink  floor,  easily  swept  or  wasned— one  that  the  furnace  or  hot  ashes 
cannot  set  ablaze.  All  the  materials  you  need  are  good  sand  and  gravel  or 
crushed  stone  and  

ALPHA'WCEMENT 


L 


ALPHA  Cement  is  sure  to  produce 
a  fine  hard  job,  for  its  quality  is  guarded 
carefully  by  chemists  tnroughout  the 
process  of  manufacturing.  It  is  tested 
every  nour,  so  tnat  every  hag  is  sure  to 
be  of  full  strength  and  binding  power. 
ALPHA  is  warranted  in  composition, 
rineness  and  tensile  strength  to  more 
than  meet  the  United  States  Govern- 
ment requirements  and  all  other 
standard  tests. 


ALPHA  Portland  Cement  always 
gives  satisfactory  results  on  the  farm. 
It  goes  further  and  is  cheaper  in  actual 
use  than  ordinary  cements.  It  makes 
everlasting  walls,  walks,  driveways, 
porch  floors,  silos,  posts,  troughs,  etc. 

In  building  for  permanence  you 
want  the  best  Portland  Cement  you 
can  get.  Use  a  brand  guaranteed  for 
strength.  Insist  upon  ALPHA  and 
be  SURE. 


The  ALPHA  Dealer  Has  a  Book  for  You 

Our  large  illustrated  ALPHA  book  shows  how  to  make  scores  of  home-and- 
tarm  improvements.  The  ALPHA  dealer  in  your  community  will  be  glad  to 
give  you  a  copy  and  tell  vou  more  about  everlasting  improvements  made  with 
ALPHA  Cement.  If  you  don't  know  the  ALPHA  dealer,  write  us,  mention- 
ing what  you  are  planning  to  make  or  build.     Address  Dept. 


General 
Office*: 

>»I.IS  «)»HCK!»:  >»»  ><»rk.  «  hlrmr"'  l1ilU<l'lphl«.  l"Hl»b«rrh,  KulUlo.  Ralllaurr.   Ruolon.  Satannah 


ALPHA  Portland  Cement  Co., 


Easton,  Pa. 


The  general  reader's  interest  in  concrete  floors  brought  this  farm- 
magazine  advertisement  considerable  attention 

Originally  two  columns  wide 


INTENTIONAL  SECOND  EXPOSURE 


WRITING  AN  ADVERTISEMENT 

bought  a  cake  of  the  soap,  exammed  it  care- 
fully, and  used  it,  so  that  I  could  write  in  full 
knowledge  of  the  article. 

The  problem,  then,  was  this:  Here  is  an 
excellent  soap  for  toilet  and  general  use  on 
sale  in  drug  stores  and  grocery  stores  through- 
out the  country,  but  which  is  not  bought  to 
any  great  extent  mainly  because  the  carbo- 
lated  odor  is  objectionable  —  because  people 
do  not  realize  that  this  smell  is  a  clean  smell  — 
that  it  does  not,  as  a  heavy  perfume  may  do, 
cover  up  germs. 

Suppose  somethmg  like  this  were  written: — 

BUY  LIFE  BUOY  SOAP 

once  and  you  will  buy  it  always.  You  can't  use 
this  high-grade  soap  for  your  hands  or  for  gen- 
eral purposes  without  being  convinced  that  it 
affords  the  best  and  cleanest  wash  in  existence. 
Don't  mind  the  carbolated  odor,  for  that  means 
only  that  Life  Buoy  is  death  to  the  germs  that 
are  in  dirt.  Germs  are  dangerous  things  and 
you  owe  it  to  yourself  to  protect  yourself  against 

them. 

Try  Life  Buoy  once  and  you  will  buy  it  always. 
Five  cents  a  cake  at  all  druggists  and  grocers. 

i66 


Lay  That  Cellar  Floor  Now 


while  you  have  the  time  to  make  a  good  job  of  it.  Concrete  makes  a  clean, 

everlasting  floor,  easily  swept  or  wasned— one  that  the  furnace  or  hot  ashes 

cannot  set  ablaze.     All  the  materials  you  need  are  good  sand  and  gravel  or 
crushed  stone  and 

ALPHAr^CEMENT 


ALPHA  Cement  is  sure  to  produce 
a  fine  hard  job,  for  its  quality  is  guarded 
carefully  by  chemists  tnroughout  the 
process  of  manufacturing.  It  is  te?ted 
every  nour,  so  t;iat  every  bag  is  sure  to 
be  of  full  strength  and  binding  power. 
ALPHA  is  warranted  in  composition, 
rineness  and  tensile  strength  to  more 
than  meet  the  United  States  Govern- 
ment requirements  and  all  other 
standard  tests. 


ALPHA  Portland  Cement  always 
gives  satisfactory  results  on  the  farm. 
It  goes  further  and  is  cheaper  in  actual 
use  than  ordinary  cements.  It  makes 
everlasting  walls,  walks,  driveways, 
porch  floors,  silos,  posts,  troughs,  etc. 

In  building  for  permanence  you 
want  the  best  Portland  Cement  you 
can  get.  Use  a  brand  guaranteed  for 
strength.  Insist  upon  ALPHA  and 
be  SURK. 


The  ALPHA  Dealer  Has  a  Book  for  You 

Our  large  illustrated  ALPH.A  book  shows  how  to  make  scores  of  home-and- 
tarm  improvements.  The  ALPHA  dealer  in  your  community  will  be  glad  to 
give  you  a  copy  and  tell  you  more  about  everlasting  improvements  made  with 
ALPHA  Cement.  If  you  don't  know  the  ALPHA  dealer,  write  us,  mention- 
ing what  you  are  planning  to  make  or  build.     Address  Dept. 

ALPHA  PORTUND  CEMENT  CO.,    omlli    EASTON,  PA. 

S»I,kS  OFKIlEiit  >»>i  V«rli.  ( blrara.  l'hlU<l«-ll»hlii.  1'lin.biirrh.  Kulf.lo.  lUlllBorr.  Kaslon.  Savaaaak 


The  general  reader's  interest  in  concrete  floors  brought  this  farm- 
magazine  advertisement  considerable  attention 

Originally  two  columns  wide 


SOME  AD-WRITING  EXPERIENCES 

What's  wrong  with  this  copy?  It  reads 
smoothly,  and  it  is  punctuated  properly.  It 
states  some  truths  that  are  important  and 
there  is  a  "direct  command"  heading  to  buy 
Life  Buoy.  This  is  a  fair  example  of  thousands 
of  pieces  of  copy  that  appear  in  newspapers 
and  magazines,  copy  that  is  not  extremely 
poor,  but  is  just  "ordinary,"  has  n't  enough 
interest  and  force  to  it  to  make  readers  stop 
and  read.  To  use  a  little  slang,  it  lacks  "the 

pimch." 

A  high-salaried  man  with  one  of  the  big 
advertising  agencies  says  that  when  he  writes 
about  a  soap,  cigar,  or  any  article  of  that  kind, 
he  thinks  to  himself:  "This  article  is  not  of 
great  importance  to  the  reader  I  want  to  in- 
terest. At  least,  he  doesn't  think  so.  Just 
suppose  that  such  a  reader  has  been  in  this 
room  and  is  now  on  the  point  of  leaving.  He 
has  opened  the  door  and  is  about  to  step  out. 
What  can  I  say  quickly  that  will  stop  him  and 
impress  the  features  of  this  article  strongly 
on  his  mind?" 

,  Analyze  the  headmg  of  the  foregomg  Life 

167 


I 


WRITING  AN  ADVERTISEMENT 

Buoy  copy  for  a  moment.  Will  a  woman 
reader  stop  and  be  impelled  to  read  the  text  of 
the  advertisement  because  we  have  said, "  Buy 
Life  Buoy  Soap,"  when  there  are  interesting 
stories  and  items  all  around  the  advertisement? 
Is  she  eager  to  spend  her  money  for  something? 
Is  the  name  of  a  soap  of  great  interest  to  her? 
Is  there  anything  in  the  heading  to  attract 
her  attention,  to  make  her  feel  that  there  is  a 
good  reason  for  changing  the  soap  she  has 
been  using?  The  answer  to  all  these  questions 
is  "No."  Though  the  copy  is  smooth,  it  has 
very  little  attention-attracting  value,  and 
would  probably  not  do  anything  toward  help- 
ing the  sales  of  Life  Buoy. 

Let's  get  at  the  thing  from  another  angle  — 
one  that  will  afford  live  treatment.  This  Life 
Buoy  Soap  is  appreciated  by  the  well-informed 
woman,  for  she  is  up-to-date  enough  to  know 
the  value  of  a  soap  that  makes  things  abso- 
lutely clean.  Suppose  we  create  such  a  charac- 
ter and  let  her  be  the  spokesman,  or  the  spokes- 
woman. Her  conversational  expressions  will 
have  an  interesting  look.  This  woman,  whose 

i68 


SOME  AD-WRITING  EXPERIENCES 

sayings  about  Life  Buoy  will  be  the  central 
ideas  in  a  series  of  advertisements,  is  a  fine 
example  of  the  scrupulously  careful  housewife 
and  mother.  The  illustration  will  show  her  as 
such.  We  will  call  her  "  Mrs.  Particular,"  and 
one  of  our  advertisements  will  be  the  follow- 
ing:— 

Mrs.  Particular  Says: 


(( 


I  don't  mind  the  slight  carbolated  odor  of 
Life  Buoy  Soap.  I  really  like  it,  because  I  know 
that  it  means  that  things  are  absolutely  clean." 
It's  easy  to  put  heavy  perfumes  into  soap, 
but  the  agreeable  smell  is  n't  necessarily  a  clean 
smell.  Life  Buoy  Soap  not  only  has  rare  dirt- 
removing  qualities,  but  it  leaves  things  hygien- 
ically  clean  —  lOO  per  cent  clean.  Life  Buoy 
contains  red  palm  oil.  It  gives  a  soft,  velvety 
lather  most  beneficial  to  the  skin.  Five  cents  a 
cake  at  all  grocers  and  druggists. 

The  leading  idea  could  be  varied  from  adver- 
tisement to  advertisement,  thus :  — 

"Life  Buoy  Soap  is  fine  for  the  children,"  says 
Mrs.  Particular,  "for  children  do  get  so  dirty, 
and  Life  Buoy  keeps  the  scratches  on  their  little 
hands  safe  from  infection." 

169 


WRITING  AN  ADVERTISEMENT 

This  kind  of  argument  is  true  to  life  and 
has  an  interesting  look  that  will  impel  women 
to  read.  They  will  want  to  know  what  Mrs. 
Particular  says,  and  if  what  she  says  is  in  ac- 
cordance with  modem  ideas  of  sanitation  and 
is  forcefully  expressed,  it  will  drive  home  the 
arguments  about  Life  Buoy  Soap. 


,; 


" 


XVT 

CXJMULATrV^E  EFFECTS,  AND  TESTS 

"Repetition  Makes  Reputation"  runs  the 
slogan  of  one  publisher  with  space  to  sell  and 
whose  interests,  naturally,  are  served  by  hav- 
ing advertisers  continue  to  use  his  space  un- 
interruptedly. Another  publisher  lays  stress 
on  "continuity  of  impression" — which  is  only 
another  way  of  arguing  for  uninterrupted 
advertising.  Incorporating  the  same  idea  are 
the  slogans  of  two  advertising  agencies — 
"The  time  to  advertise  is  all  the  time,"  and 
"  Keeping  everlastingly  at  it  brings  success." 

The  analogy  between  the  eifect  of  contin- 
uous advertising  and  the  result  of  the  drip- 
ping water  that  finally  wears  away  the  stone  is 
frequently  cited.  Again  and  again  we  hear  the 
argument  about  advertisement  after  adver- 
tisement making  its  little  impression  until  the 
arrival  of  that  happy  day  for  the  advertiser 
when  the  pressure  becomes  too  strong  for  the 

171 


WRITING  AN  ADVERTISEMENT 

reader  to  bear,  or  he  suddenly  has  need  for  such 
an  article,  buys  the  advertiser's  goods  and  the 
bread  that  long  floated  upon  the  waters  has 
been  gathered  in. 

There  is  a  great  deal  of  truth  in  all  of  this, 
and  the  fact  that  there  is  a  great  deal  of  truth 
in  the  argument  for  steady  advertising  makes 
it  difficult  to  so  present  the  subject  of  cumu- 
lative efi"ects  that  students  of  advertising  will 
be  able  to  discriminate  between  cases  where 
advertising  should  be  continued  persistently 
and  cases  where  it  should  not  be. 

There  can  be  no  question  about  millions  of 
dollars  having  been  wasted  in  advertising 
that  was  not  worth  its  cost,  but  which  was 
continued  in  the  blind  faith  that  somewhere 
and  somehow  the  investment  would  be  profit- 
able. The  problem  is  all  the  more  complex 
because  it  is  not  possible  to  key  or  gauge  the 
effect  of  some  advertising  with  any  accuracy. 
Certain  advertisers,  particularly  those  whose 
propositions  call  for  a  response  from  the 
reader  through  the  mails,  can  check  up  the 
effect  of  their  impressions  with  considerable 

172 


CUMULATIVE  EFFECTS 

accuracy.  But  people  go  to  local  stores  for  a 
large  proportion  of  their  purchases.  When 
some  one  goes  into  a  grocery  store  and  buys 
a  package  of  Shredded  Wheat  or  a  cake  of 
Pear's  Soap,  there  is  usually  no  way  by  which 
the  advertiser  can  tell  what  advertisement  or 
what  publication  or  other  advertising  medium 
was  responsible  for  the  sale.  If  the  advertiser 
happens  to  be  doing  some  special  local  adver- 
tising or  sampling  in  that  particular  commim- 
ity,  he  can  check  up  the  increase  of  sales  over 
normal  with  the  special  promotion  and  get  a 
good  idea  of  what  his  work  is  accomplishing, 
but  otherwise  he  is  at  sea.  As  a  matter  of  fact, 
even  the  purchaser  of  such  goods  will  not 
likely  know  just  what  influenced  her  to  buy. 
Some  advertising  men  have  gone  so  far  as  to 
say  that  advertising  has  not  reached  its  full 
effectiveness  imtil  the  reader  has  forgotten 
just  where  he  or  she  saw  any  particular  adver- 
tisement, but  just  has  a  strong  impression  as 
to  the  desirability  of  the  goods.  This  argu- 
ment is  easily  disproved  by  the  fact  that  thou- 
sands of  people  write  direct  to  the  advertiser 

173   ^ 


WRITING  AN  ADVERTISEMENT 

immediately  on  seeing  an  advertisement  and 
most  assuredly  know  where  they  saw  the 
advertisement.  They  sometimes  make  mis- 
takes and  say  they  were  influenced  by  one 
publication  when  it  was  really  another  that 
appealed  to  them;  and  very  often  the  inquiry 
or  sale  is  the  result  of  seeing  the  advertisement 
in  several  publications.  A  large  proportion  of 
staple  goods,  and  even  specialties  bought  in 
retail  stores,  are  bought  as  the  result  of  con- 
tinued impressions  made  by  advertisements. 

The  danger  in  attempting  to  come  to  a  gen- 
eral conclusion  about  this  matter  of  cumula- 
tive effect  lies  in  the  truth  that  what  applies 
to  one  advertised  article  does  not  apply  to  an- 
other. Let  us  take  a  soap  or  a  flour  as  an  ex- 
ample. Who  expects  the  reader,  immediately 
on  reading  even  the  most  attractive  advertise- 
ment of  the  article,  to  lay  down  the  publica- 
tion and  start  for  the  drug  store  or  the  grocery 
store  .f*  True,  an  advertisement  of  an  unusual 
sort  of  soap  might  draw  a  request  by  mail  for 
a  sample;  but  ordinarily  the  soap  or  flour  will 
not  be  bought  until  the  reader  is  in  need  of 

174 


CUMULATIVE  EFFECTS 

supplies  of  that  kind;  and,  indeed,  the  partic- 
ular kind  advertised  may  not  be  tried  for  a 
year  or  more.  Hence  the  necessity  for  contin- 
ued advertising.  A  single  advertisement  or 
a  few  advertisements  would  be  wasted.  We 
must  keep  on  with  our  impressions  if  we 
would  make  sales. 

How  frequently  we  must  appear  before  our 
public,  and  how  large  our  advertisements 
should  be  to  reach  maximum  effectiveness 
without  waste  of  money,  are  questions  that 
the  advertising  world  as  yet  knows  little  about. 
It  is  at  this  time  largely  a  matter  of  individual 
opinion  and  of  experiences  with  the  increase  of 
sales.  The  publishers,  eager  to  sell  space,  can- 
not be  expected  to  look  at  the  question  from 
an  Impartial  point  of  view,  though  some  cer- 
tainly try  to  do  so.  Any  person  of  reasoning 
mind  can  understand  that,  beyond  the  making 
of  a  certain  impression,  the  advertiser  has 
nothing  to  gain  and  would  be  wasting  his 
money  then  to  appear  more  frequently  and 
with  more  and  larger  advertisements  than  the 
reader  would  give  attention  to.  If  advertising 

17s 


WRITING  AN  ADVERTISEMENT 

cost  nothmg,  he  need  not  watch  for  the  "point 
of  dimmishing  returns";  but  costs  are  very 
high,  and  when  he  feels  sure,  from  his  study 
of  the  habits  of  the  people  he  sells  to  or  hopes 
to  sell  to,  that  he  is  appearing  as  frequently 
as  he  need  do  in  order  to  be  constantly  in  their 
minds,  that  he  is  telling  them  as  much  of  a 
story  as  he  can  hope  to  get  read,  then  he  should 
draw  a  line  on  his  expenditures. 

The  department  and  dry-goods  stores  follow 
the  practice  of  advertising  daily,  and  their 
practice  is  probably  sound.  On  the  other  hand, 
advertisers  of  national  products  have  become 
successful  appearing  before  the  public  once  a 
month  or  once  a  week.  It  is  to  be  remembered 
here,  though,  that  attractive  magazines  are 
rarely  thrown  away  at  once,  but  are  on  hand 
for  weeks  ordinarily  and  are  of  contmuous  ad- 
vertising benefit. 

There  are  not  so  many  advocates  of  large- 
space  advertising  as  there  were  a  few  years 
ago.  Once  more  be  it  remembered  that  what 
is  advisable  for  one  advertiser  may  not  be  for 
another.    It  would  be  difficult  to  exploit  an 

176 


CUMULATIVE  EFFECTS 


automobile  properly  in  small  advertisements. 
The  subject  requires  room.  On  the  other  hand, 
an  advertiser  of  cedar  chests  has,  after  the 
most  careful  experimenting,  found  that  a  space 
of  from  one  to  two  inches  gives  him  the  best 
returns,  cost  considered.  In  my  opinion,  the 
appeals  of  Alpha  Cement  to  architects,  engi- 
neers, and  other  busy  men  must  be  in  large 
space.  The  appeals  to  the  readers  of  farm 
journals  can  be  made  effective  in  much  smaller 
advertisements,  because  we  can,  in  these  publi- 
cations, feature  such  constructions  as  silos,  cow 
bams,  etc.,  that  are  sure  attention-catchers. 
Here,  frequent  small  advertisements  with  an 
occasional  large  advertisement  for  general  ef- 
fect make  the  best  plan.  No  rules  can  be  laid 
down.  The  amount  of  space  to  be  used  depends 
on  the  article  itself,  its  importance  to  the  pur- 
chaser, the  conditions  surroimding  the  sale  of 
it  and  the  people  who  buy  it,  the  amount  of 
space  competitors  are  using,  etc. 

A  staple  product  has  been  considered  with 
respect  to  cumulative  effects.  Let  us  now  con- 
sider an  article  such  as  an  encyclopaedia  or  a 

177 


( 


WRITING  AN   ADVERTISEMENT 

set  of  books  or  a  course  of  correspondence  in- 
struction. Here,  too,  it  seems  logical  to  argue 
that  "  repetition  makes  reputation,"  that  peo- 
ple who  are  at  first  unimpressed  by  the  adver- 
tiser's argument  become  more  and  more  im- 
pressed by  subsequent  advertisements  and 
finally  come  to  the  point  of  inquiring  and 
making  a  purchase.  The  unvarnished  truth, 
however,  shatters  our  theories,  as  it  often  does. 
Close  acquaintance  with  the  experiences  of 
several  advertisers  of  this  class  makes  it  clear 
to  me  that  the  cumulative  effect  on  their  busi- 
ness is  small.  Some  readers  of  these  advertise- 
ments who  are  impressed  at  the  time  of  first 
reading,  but  who,  for  some  reason  or  another, 
will  not  consider  the  purchase  of  the  article, 
later  have  some  change  come  about  in  their 
aff'airs  that  gives  them  a  new  interest  in  the 
advertised  product.  The  original  impression 
is  then  renewed  and  an  inquiry  made.  In  such 
cases,  however,  if  the  original  impression  had 
been  strong,  the  first  advertisement  would 
have  brought  the  inquiry  had  no  other  adver- 
tisements appeared.  In  some  cases  several  im- 

178 


CUMULATIVE  EFFECTS 

pressions  are  required  before  the  reader  comes 
to  the  point  of  inquiring,  but  these  cases  are 
much  fewer  than  many  advertising  men  and 
publishers  seem  to  be  aware  of  or  are  willing 
to  admit.  This  is  not  a  question  of  opinions; 
figures  representing  the  returns  from  millions 
of  dollars  tell  the  story.  If  the  striking  adver- 
tisements of  the  International  Correspondence 
Schools  had  a  strong  cumulative  eff'ect,  the 
inquiry-cost  of  that  concern  would  have  been 
gradually  getting  lower  year  by  year.  The  facts 
are  that  the  inquiry-cost  has  shown  a  tendency 
to  mcrease  rather  than  to  decrease.  Note  the 
following  returns  from  a  series  of  I.  C.  S.  ad- 
vertisements that  I  wrote  and  followed  very 
closely.  They  were  inserted  in  a  printers' 
magazine,  and  the  inquiries  by  successive 
months  were  as  follows:  15,  5,  13,  17,  14,  28, 
II,  7,  10,  10,  s,  IS,  8,  3,  20,  6,  5,  s. 

As  a  matter  of  fact,  these  advertisements, 
with  four  exceptions,  brought  enough  inquir- 
ies to  make  the  investment  profitable,  but 
note  the  great  variance  in  returns,  due  to  the 
difference  in  the  pulling  power  of  the  different 

179 


r 

I' 


WRITING  AN  ADVERTISEMENT 

advertisements.  The  advertisement  which 
brought  twenty-eight  inquiries  was  the  same 
piece  of  copy  that,  repeated  nine  months  later, 
brought  twenty  inquiries,  thus  showing  that 
the  relative  strength  of  the  advertisements  ac- 
coimted  for  the  returns  more  than  any  will-o'- 
the-wisp  cumulative  effect  can  do.  The  two 
advertisements  are  reproduced  here  for  study. 
No.  2  was  the  unusually  successful  advertise- 
ment. It  is  strong  in  human  interest,  both  in 
the  headline  and  the  text.  The  other,  though 
apparently  a  fair  piece  of  copy,  is  written  in  the 
didactic  style.   The  mquiry  record  tells  the 

tale. 

It  can  be  set  down  as  a  hard  and  important 
fact  that  belated  returns  from  old  advertise- 
ments— ^most  of  which  returns  would  have 
come  had  the  advertising  been  discontinued 
(this  is  proved  by  the  experiences  of  advertisers 
who  continue  to  get  returns  from  old  issues  of 
magazines  long  after  advertising  has  been 
stopped)  —  accoxmt  for  considerable  of  the 
"phenomena"  known  popularly  as  "cumula- 
tive effect." 

1 80 


CUMULATIVE  EFFECTS 

A  well-known  advertiser  was  recently  re- 
sponsible for  the  unfortunate  statement  that 
"ordinary  advertising  long  continued  brings 
success,  while  the  most  brilliant  advertising 
done  irregularly  means  failure."  Such  a  state- 
ment needs  a  great  deal  of  qualification.  Some 
advertising  need  be  done  only  at  irregular 
periods,  for  the  needs  may  be  special,  and  it 
is  surely  folly  to  perpetuate  the  delusion  that, 
though  your  advertismg  may  be  ordinary,  all 
you  have  to  do  is  to  keep  on  spending  money 
on  it. 

A  heater  manufacturer  of  my  acquamtance 
tells  me  that  after  continued  use  of  a  national 
magazme,  repeating  none  of  his  advertise- 
ments, he  often  finds  the  inquiry-cost  climbing. 
After  staying  out  of  the  pages  of  that  publica- 
tion awhile,  he  finds  that  the  readers  appear  to 
be  taking  fresh  interest  in  his  advertisements 
and  the  inquiry-cost  is  materially  lowered.  It 
may  be  that,  in  the  advertising  of  a  product 
such  as  a  heating  plant,  continuous  advertis- 
ing for  six  months  exhausts  all  the  "prospects  " 
that  read  that  particular  magazine,  and  that 

181 


f 


WRITING  AN  ADVERTISEMENT 

after  a  rest  the  new  subscribers  secured  give 
the  advertiser  a  new  field  on  which  to  work. 
The  experience  is  so  unusual  that  it  would  be 
risky  for  other  advertisers  to  draw  any  gen- 
eral conclusion  from  it.  It  is,  however,  another 
proof  of  the  complexity  of  "  cumulative  effect." 
Usually,  when  the  subject  of  cumulative 
effect  in  advertismg  is  brought  up,  those  who 
hold  that  continuous  advertising  is  sure  to  be 
a  good  investment  in  the  long  run  are  apt  to 
contend  that  we  who  argue  that  there  is  little 
cumulative  effect  in  certain  lines  of  advertis- 
ing are  attempting  to  put  all  business  on  the 
mail-order  basis.    They  declare  that  mail- 
order advertising  affects  people  quite  differ- 
ently from  retail  advertising  and  the  adver- 
tising of  national  concerns  that  aim  to  send 
the  reader  to  his  retailer  to  buy  the  advertised 
goods.   There  is  this  important  difference  — 
that  the  effect  of  the  advertising  on  the  reader 
who  goes  to  his  retailer  for  the  goods  is  very 
difficult  to  trace  with  certainty,  while  it  can  be 
traced  with  reasonable  accuracy  when  the 
reader  communicates  direct  with  the  adver- 

182 


CUMULATIVE  EFFECTS 

tiser.  However,  the  fact  remains  that  the  peo- 
ple who  read  mail-order  advertising,  and  those 
who  read  retail  advertisements  and  advertise- 
ments of  national  concerns  urgmg  them  to  go 
to  retailers,  are  human  beings  with  the  same 
kind  of  mmds.  If  advertising  has  no  pull  when 
put  to  the  mail-order  test,  it  is  not  likely  to 
have  decided  pullmg  power  when  put  to  the 
other  uses.  We  who  are  inclined,  particularly 
in  certain  forms  of  advertising  mentioned,  to 
trace  the  effect  of  advertising  to  strong  pieces 
of  copy  rather  than  to  contmuous  advertising, 
are  not  argumg  that  all  advertisers  should  go 
into  the  mail-order  busmess.    We  do  arguCy 
nevertheless y  that  those  who  are  doing  retail  adver- 
tising and  national  advertisers  who  are  endeavor- 
ing  to  interest  readers  and  have  them  get  the  article 
from  their  local  dealers  need  as  much  force  to  their 
advertisements  as  the  outright  mail-order  advertiser, 
I  have  always  been  glad  I  had  good  experi- 
ence m  mail-order  and  direct  advertising.  Such 
advertising  is  put  to  the  brutal  tests  of  the  cou- 
pon, the  key,  and  the  return  card.  There  is 
nothing  like  it  to  knock  out  straw-man  theo- 

183 


n 


( 


WRITING  AN  ADVERTISEMENT 

ries,  and  it  would  be  a  fine  thing  if  all  adver- 
tisers who  have  to  do  their  advertising  largely 
on  faith  could  have  a  reasonable  experience 
with  advertising  that  checks  itself  up. 

The  only  tests  worth  while  in  advertising 
are  the  tests  derived  from  people  when  they 
are  observing  or  reading  advertising  matter 
in  the  usual  and  natural  way.  Tests  on  se- 
lected groups  or  general  groups  of  people, 
made  when  they  are  aware  that  a  test  of  ad- 
vertising is  to  be  made,  have  not  proved  to  be 
reliable.  Knowing  that  he  is  playing  a  part 
in  a  test  as  to  what  advertisements  will  be 
noticed  and  remembered,  a  reader  will  \m- 
consciously  observe  advertisements  that  he 
would  ordinarily  skip,  and  vice  versa.  When 
an  advertiser  cannot  key  his  advertisements 
with  any  degree  of  accuracy,  the  next  best 
thing  to  do  is  to  observe  carefully  the  reading 
tendencies  of  people  with  respect  to  his  adver- 
tising and  question  them,  if  he  wishes,  after 
they  have  had  a  chance  to  observe  his  copy 
imder  the  usual  conditions. 

Nearly  all  advertisers  will  do  well  to  adopt 

184 


\ 


CUMULATIVE  EFFECTS 

some  method  of  keying  or  checking,  even  if 
that  method  be  only  a  partial  test.  Straws 
show  which  way  the  wind  blows.  Offer  cer- 
tain booklets,  using  different  numbers  for  dif- 
ferent publications,  or  use  a  different  street- 
number,  a  coupon,  or  some  other  device  for 
determining  which  of  the  publications  that 
run  your  advertising  really  command  the  in- 
terest of  readers  to  an  imusual  degree. 

Some  methods  of  keying  that  are  satisfac- 
tory for  one  advertiser  would  not  do  for  an- 
other. Tiffany  &  Co.  would  hardly  care  to 
use  different  street-numbers,  though  their 
building  probably  carries  four  or  five  nimibers. 
In  this  case,  a  number  could  be  given  to  the 
Tiffany  Blue  Book  — "Blue  Book  13 "being 
used  in  one  publication,  "Blue  Book  14"  in 
another,  and  so  on. 

Of  course  it  follows  that  the  quality  of  in- 
quiries must  be  carefully  watched,  because  it 
is  easily  possible  for  one  publication  to  pull 
more  inquiries  than  another  but  a  smaller 
total  of  real  business.  Inquiries  are  not  sales 
by  any  means. 

185 


t 


WRITING  AN  ADVERTISEMENT 

A  great  deal  of  the  effect  of  the  advertising 
will  not  be  determined  by  any  such  method  of 
keymg.  But  just  the  same,  it  stands  to  reason 
that  the  reader  who  is  mterested  to  the  point 
of  sending  for  your  Blue  Book,  your  booklet 
on  "How  to  use  Beaver  Board  in  an  Old 
House,"  etc.,  is  not  only  more  impressed  than 
the  reader  who  gives  your  advertisement 
merely  a  passing  glance  or  possibly  does  not 
see  it  at  all,  but  will  be  still  more  impressed 
by  the  act  of  receivmg  and  reading  the  book- 
let. Why  not  .^  The  attention  in  the  latter  case 
is  concentrated  on  the  advertiser's  product 
for  perhaps  half  an  hour  or  an  hour,  as  against 
a  few  seconds  in  the  first  place. 

Readers  of  farm  papers  are  not  expected  to 
order  Portland  Cement  direct  by  mail,  though 
many  mail  inquiries  are  received  that  lead  to 
real  business.  Portland  cement  advertising  is 
so  planned  as  to  send  inquirers  eventually  to 
dealers  or  to  people  whom  the  manufacturer 
hopes  to  make  his  dealers.  Nevertheless,  I 
know  positively  that  the  advertising  which 
draws  requests  for  information  on  how  to  build 

i86 


I 


CUMULATIVE  EFFECTS 

concrete  roads,  walks,  stables,  silos,  etc.,  is 
worth  much  more  than  the  advertising  that 
draws  from  readers  no  indication  of  interest. 
Not  much  response  is  expected  from  the  read- 
ers of  an  engineering  or  an  architectural  mag- 
azine, but  in  the  case  of  a  publication  reach- 
ing the  general  public,  if  there  is  no  indication 
of  interest  in  the  advertising,  I  put  it  down  as 
evidence  of  weak  copy  or  a  weak  medium. 
Once  more,  however,  be  it  said,  that  this  re- 
mark will  not  apply  in  full  force  to  all  adver- 
tised products.  There  is  very  little  reason  why 
a  housekeeper  should  write  to  the  advertisers 
of  Ivory  or  Simny  Monday  Soap,  and  it  would 
probably  be  impossible  to  prepare  a  soap  book- 
let of  sufficient  interest  to  draw  very  many 
inquiries.  In  the  case  of  an  advertisement  such 
as  that  of  the  New  International  Encyclopedia, 
we  face  an  entirely  different  problem.  Here 
it  is  possible  for  one  insertion  to  present  a 
complete  and  impressive  canvass  of  the  article 
for  sale  and  for  one  insertion  to  draw  an  in- 
quiry. If  the  advertisement  does  not  draw  the 
inquiry,  then  the  copy  or  the  medium  is  at 

187 


n 


i 


pfM 


WRITING  AN  ADVERTISEMENT 

fault.  When  the  reader  has  given  thorough 
attention  to  the  advertisement,  he  ought  to 
be  sufficiently  impressed  to  write  for  the  in- 
formation offered,  provided  he  is  in  a  position 
to  profit  by  study.  In  such  a  case  there  is  not 
much  ground  for  beUeving  that  the  next  ad- 
vertisement of  the  same  product  will  take  up 
the  cause  of  the  advertiser  and  deepen  the  im- 
pression. Does  the  salesman  who  gets  a  full 
hearing  on  a  specialty  proposition  and  fails  to 
get  our  name  on  the  dotted  line  stand  a  good 
chance  of  coming  back  next  month,  getting  the 
same  attention  and  winning  our  order?  Not 
usually.  One  can  easily  build  up  a  fine-spun  and 
apparently  logical  theory  that  the  repeated 
canvass,  whether  in  face-to-face  salesmanship 
or  advertising,  will  deepen  the  impression  and 
win  business  in  increasing  quantity  for  all  ad- 
vertisers, but  the  plain  figures  of  advertisers 
who  have  spent  hundreds  of  thousands  of  dol- 
lars is  worth  much  more  than  theories.  There 
are  scores  of  steady  advertisers  whose  inquiry- 
cost  has  remained  stationary  or  has  gone  up 
during  the  last  ten  years.  How  can  advertis- 

i88 


CUMULATIVE  EFFECTS 

ing  be  strongly  cumulative  for  these  concerns? 
This  conclusion  does  not  mean  that  such  con- 
cerns should  not  do  continuous  advertising. 
It  only  means  that  they  are  able  with  a  few  in- 
sertions to  get  a  fair  test  of  a  mediimi  and 
would  be  chasing  a  will-o'-the-wisp  if  they 
continued  to  use  a  medium  for  years  fondly 
believing  that  somehow  they  are  getting  an 
adequate  return  for  their  expenditures.  The 
inability  to  check  results  accurately  and  a 
blind  faith  in  cumulative  effects  have  caused 
advertisers  to  stay  in  many  mediums  that 
are  losing  money  for  them  rather  than  gain- 
ing it. 

The  retailer  has  no  easy  time  checking  the 
force  of  his  advertising  because  continuous 
effort  brings  people  into  his  store  who  do  not 
even  realize  that  advertising  brought  them 
there.  They  learn  his  reputation,  and  that 
reputation,  if  very  good,  becomes  a  stronger 
force  than  any  merchandise  offerings  that  the 
store  may  present  in  its  advertisements.  The 
mere  titles  of  the  Altman,  the  Wanamaker,  the 

Marshall  Field,  and  other  such  stores  have  be- 

189 


f 


WRITING  AN  ADVERTISEMENT 

come,  by  good  merchandising  and  good  adver- 
tising, of  such  powerful  attention-attracting 
and  confidence-creating  value  that  they  are 
carried,  very  properly,  as  headings  to  their  an- 
noimcements.  What  a  tribute  to  honest  ad- 
vertising it  is  to  say  that  the  advertising  head- 
ing or  "sign-post"  reading,  in  effect,  "This 
is  what  the  Wanamaker  Store  has  to  say  to- 
day," is  stronger  than  any  "point  of  contact " 
that  can  be  drawn  from  any  of  the  great  stock 
of  merchandise  of  that  great  store. 

You  are  safe  in  one  conclusion  on  this  sub- 
ject of  cumulative  advertising:  If  your  propo- 
sition is  such  that  you  can  reasonably  hope  to 
get  immediate  action  from  the  reader,  your 
results  from  any  given  advertisement  are 
largely  immediate  {immediate  here  covers  a 
period  of  a  few  days  in  the  case  of  a  newspaper 
and  a  few  months  in  the  case  of  a  magazine) 
if  the  advertisement  is  properly  prepared.  If 
the  character  of  the  article  is  such  that  the 
reader  acts  or  buys  only  after  a  series  of  im- 
pressions, then  the  immediate  results  from 
one  piece  of  copy  cannot  be  traced,  and  the 

190 


CUMULATIVE  EFFECTS 

force  of  the  advertising  is  foimd  in  "continuity 
of  impression,"  or  cumulative  effect. 

Some  advertisements  are  looked  up,  as,  for 
instance,  when  there  is  a  sudden  need  and  the 
would-be  buyer  does  not  know  where  he  can 
obtain  what  he  wants.  At  the  time  I  write  this 
text,  I  am  in  need  of  a  mailing-list  of  certain 
classes  of  people.    I  recall  that  a  compiler  of 
mailing-lists  was  advertising  his  service  in  the 
advertising  magazines  a  year  ago,  but  I  can- 
not remember  his  name  or  his  address.   I  am 
searchmg  for  it,  and  if  I  run  across  the  adver- 
tisement of  some  other  mailing-list  concern 
first,  that  one  will  get  my  order.  An  advertiser 
of  this  class  ought  to  be  before  his  audience  con- 
tinuously. His  product  is  not  of  such  mterest 
or  importance  to  us  that  we  will  carry  a  last- 
ing impression  of  his  name  and  address  from 
seeing  one  or  two  of  his  advertisements.  To 
be  out  of  a  certain  issue  of  a  publication  that 
appeals  to  his  prospective  customers  may  mean 
that  the  very  issue  he  skips  may  be  one  some 
reader  searches  for  information  as  to  where 
mailing-lists  can  be  had. 

191 


WRITING  AN  ADVERTISEMENT 

On  the  other  hand,  there  are  products  that 
we  never  look  up  so  far  as  referring  to  adver- 
tisements is  concerned.  The  housewife  plan- 
ning a  cake  does  not  search  over  her  piles  of 
magazines  in  order  to  decide  what  flour  shall 
be  used,  nor  does  the  engineer  look  up  the  ad- 
vertised argument  of  different  brands  of  ce- 
ment when  planning  his  bridge.  Advertisers  of 
such  products  must  win  favor  by  making  their 
impressions  on  readers  previous  to  the  time 
when  the  goods  are  needed.  They  must  expect 
to  "butt  mto"  the  attention  of  the  reader 
rather  than  to  be  looked  up.  And  they  must 
appear  frequently  enough  for  the  reader  to 
feel   familiar   with    the   advertised   product 
and  possibly  also  to  remember  where  it  can 
be  bought.    How  large  the  advertisements 
must  be,  and  how  often  they  must  appear  to 
have  their  full  effect  and  without  unneces- 
sary expenditure,  are  questions  that  can  be 
decided  only  by  one  who  gives  the  keenest 
study  to  the  particular  product  to  be  adver- 
tised and  the  people  to  whom  it  is  to  be  ad- 
vertised. 

192 


CUMULATIVE  EFFECTS 

I  am  only  laying  stress  on  the  vital  Impor- 
tance of  having  copy  of  positive  selling  force, 
so  that  we  shall  not  be  obliged  to  rest  com- 
placently imder  the  impression  that  all  the 
advertising  we  put  out,  whether  we  hear  from 
it  at  all  or  not,  is  building  up  a  wonderful 
cumulative  effect  that  our  children  or  our 
grandchildren  will  reap  if  we  do  not  live  to  see 
the  day.  I  must  record  what  I  have  found  to 
be  true,  even  at  the  risk  of  being  misunder- 
stood and  of  being  accused  of  treason  by  those 
advertising  men  and  publishers  who  become 
alarmed  at  any  argument  against  giving  long- 
time tests  to  all  sorts  of  advertising.  It  is 
reasonable  to  suppose  that  with  the  hundreds 
of  thousands  of  advertisements  being  pub- 
lished nowadays,  many  are  not  effective.  Mail- 
order advertising  proves  this.  Mail-order 
advertising  shows  that  it  required  a  high  de- 
gree of  skill  to  produce  copy  that  actually 
pays  when  it  is  thrown  entirely  on  its  own 
strength  —  has  no  display  of  goods,  no  show- 
windows,  no  local  acquaintance  to  strengthen 
the  publicity  appeal.   Why  not,  then,  admit 

^93 


f 


WRITING  AN  ADVERTISEMENT 

that  it  is  extremely  likely  that  there  is  just  as 
much  inefficiency  in  that  class  of  copy  that  is 
not  of  a  mail-order  nature?  Why  not  be  con- 
tent to  credit  cumulative  effect  with  just  its 
true  worth  rather  than  make  it  a  blanket  for 
all  our  weakness  in  copy  effort? 

It  usually  costs  an  advertiser  of  staple  goods 
a  great  deal  more  than  his  profit  to  induce  a 
reader  to  make  the  first  purchase.  If  the  ad- 
vertisers of  Uneeda  Biscuit  or  the  H.  J.  Heinz 
products  could  hope  to  make  only  one  sale 
to  the  reader,  they  would  do  well  to  eliminate 
their  advertising  altogether.  It  is  only  by 
producmg  a  product  that  people  will  buy 
again  and  continuously,  and  that  they  will 
speak  of  to  their  friends,  that  enduring  success 
can  be  won.  Once  a  sale  is  built  up  for  a  prod- 
uct of  this  kind,  the  advertising  becomes  a  sort 
of  insurance,  a  bulwark  against  the  enemy, 
as  it  were.  The  advertisers  of  Ivory  Soap 
spend  a  very  large  annual  appropriation.  In 
the  year  1914  the  company  declared  a  divi- 
dend of  thirty-two  and  a  half  per  cent  on  their 
common  stock.    No  matter  how  large  the 

194 


CUMULATIVE  EFFECTS 

yearly  bill  for  advertising  "insurance,"  the 
concern  can  well  afford  to  pay  it  so  long  as 
they  mamtain  Ivory  prestige  to  the  extent  of 
being  able  to  pay  thirty-two  and  a  half  per 
cent  on  common  stock.  Probably  there  are  a 
dozen  soap  manufacturers  able  to  make  as 
good  a  soap  as  Ivory.  Probably  there  are  a 
dozen  now  making  as  good  a  soap  as  Ivory. 
The  potent  fact  is  that  Ivory  has  the  prestige, 
is  safely  entrenched,  and  by  powerful  adver- 
tising will  keep  itself  entrenched.  For  a  con- 
cern of  this  class  to  let  down  in  its  advertising 
would  mean  that  the  way  would  be  open  to 
the  enemy  to  break  down  its  sales,  after  which 
it  might  not  be  possible  for  Ivory  to  regain 
the  lost  groimd. 

Some  of  our  best  copy-writers  are  of  the 
opinion  that,  m  advertising  a  national  prod- 
uct appealing  to  people  scattered  over  broad 
territory,  an  advertiser  might  get  up  a  series 
of  a  dozen  good  advertisements  and  use  them 
for  a  long  time,  running  the  series  through 
and  then  starting  again  with  Advertisement 
No.  I.   This  is  probably  true,  and  yet  as  he 

195 


h 


WRITING  AN  ADVERTISEMENT 

studies  his  customers  and  his  appeals,  the  ad- 
vertiser may  be  able  year  by  year  to  perfect 
his  appeals  and  do  his  work  more  efficiently 
all  the  time.  Where  the  appeal  is  to  a  small 
class  of  people  or  to  the  people  in  one  commun- 
ity, the  change  of  appeal  should  be  frequent, 
perhaps  running  no  advertisement  twice  in 
exactly  the  same  form.  In  this  way  monotony 
and  stale  argument  are  avoided.  This  does 
not  mean  that  the  leading  argument  may  not 
be  continued.  As  has  been  shown,  it  is  pos- 
sible to  put  a  new  dress  or  form  on  an  old  ar- 
gument and  make  it  of  new  interest  while  at 
the  same  time  driving  home  the  same  old 
facts. 

Many  advertisers  are  concerned  about  the 
duplication  of  circulation  among  the  adver- 
tismg  mediums  they  use,  its  bearing  on  cumu- 
lative effect,  etc.;  they  are  questioning  how 
many  times  it  is  profitable  to  go  before  readers 
with  the  same  advertisement  or  the  same  form 
of  appeal.  A  great  many  people  read  from 
two  to  three  up  to  six,  eight,  or  ten  magazines 
and  newspapers.   Magazine  advertisers  have 

196 


CUMULATIVE  EFFECTS 

not  so  far  shown  a  marked  tendency  to  prepare 
separate  advertisements  for  different  publica- 
tions of  the  same  general  class.  Their  an- 
nouncement mMcClure^s  Magazine  is  likely  to 
be  the  same  as  in  the  Literary  Digest.  To  pre- 
pare different  copy  for  each  publication  would 
mean  a  considerable  increase  of  cost,  and  yet 
I  am  sure  there  will  be  a  more  pronounced 
tendency  in  this  direction  in  the  days  to  come. 
This  is  to  be  taken  into  consideration,  that 
only  a  small  proportion  of  the  readers  of  a 
publication  are  likely  to  see  a  single  advertise- 
ment of  ordinary  size.  Let  us  say  that  ten  per 
cent  of  the  readers  of  McClure^s  Magazine 
see  a  certain  advertisement.  If  only  ten  per 
cent  of  those  who  receive  the  Literary  Digest 
see  It,  and  only  ten  per  cent  of  the  subscribers 
to  Good  Housekeeping  see  it,  there  may  not  be 
as  much  overlapping  as  one  might  think  at 
first.  Then,  too,  the  commodity  may  be  of 
such  a  nature  that  three  or  four  impressions 
a  month,  if  a  single  reader  should  receive 
that  many,  may  not  be  wasteful.   It  must  be 

true  that  a  point  of  "complete  saturation" 

197 


WRITING  AN  ADVERTISEMENT 

or  "diminishing  return"  will  be  eventually- 
reached,  no  matter  what  the  product  is;  and 
after  passing  that  point,  after  making  as  deep 
an  impression  as  he  could  profitably  make,  the 
advertiser  would  be  spending  his  money  un- 
necessarily. Not  many  general  advertisers 
reach  this  point.  The  world  is  so  big  and  busy, 
and  there  is  so  much  going  on,  so  much  likeli- 
hood of  people  forgetting  such  a  thing  as  one 
article  of  merchandise,  that  an  advertiser  may 
buy  considerable  duplication  of  circulation 
before  getting  to  the  point  of  diminishing  re- 
turn. The  farmer  who  sees  commodities  ad- 
vertised in  his  farm  magazine,  and  then  sees 
the  same  goods  advertised  over  the  name  of  a 
local  dealer  in  a  local  newspaper,  has  received 
two  Impressions  that  are  more  likely  to  make 
him  act  than  one  would  have  done.  The  ad- 
vertiser has  much  to  gain,  however,  by  either 
varying  his  appeal  or  dressing  his  advertise- 
ment in  different  form  in  different  mediums, 
provided  he  can  keep  expense  within  boimds. 
Then,  when  a  reader  sees  the  advertisement 
in  different  places,  he  will  see  a  new  treatment, 

198 


CUMULATIVE  EFFECTS 

and  the  danger  of  having  him  pass  on  with 
the  thought,  "  I  have  already  seen  that,"  will 
be  avoided.  Take  the  IngersoU  Watch,  for 
example.  It  is  advertised  in  boys'  magazines 
with  copy  written  especially  to  appeal  to  boys. 
In  the  magazines  read  by  grown-ups,  it  is 
advertised  as  a  fine  present  to  give  the  boys. 
This  way  of  reaching  the  same  home  from 
different  angles  is  an  ideal  one. 

The  pulling  power  of  an  advertisement  does 
not  depend  alone  on  the  advertisement.  A 
concern  whose  advertising  experiences  are 
familiar  to  me  uses  regularly  a  group  of  pub- 
lications that  appeal  to  about  the  same  class  of 
people.  The  advertising  is  of  such  character 
that  its  pulling  power  can  be  gauged.  One  of 
these  publications  produces  sixty  per  cent 
greater  returns,  dollar  for  dollar,  than  the 
next  best  on  the  list.  Circulation  probably 
has  something  to  do  with  this,  but  as  rates 
among  these  publications  run  about  alike  per 
thousand  of  circulation,  I  am  convinced  that 
the  difference  is  largely  due  to  the  fact  that 

the  readers  of  the  leading  publication  read  it 

199 


ill 


WRITING  AN  ADVERTISEMENT 

with  considerably  more  interest  and  confidence 
than  they  do  the  others. 

The  finest  kind  of  copy  will  not  do  much  for 
you  unless  you  can  get  it  before  a  large  body 
of  the  people  with  whom  you  can  reasonably 
hope  to  do  business,  and  get  it  before  them 
in  a  mediimi  that  really  commands  their  in- 
terest and  confidence.  I  emphasize  interest 
and  confidence  because  I  am  sure  that  these 
phases  of  advertising  do  not  receive  the  atten- 
tion they  are  entitled  to. 

It  is  no  child's  play  to  produce  a  publica- 
tion that  many  thousands  of  people  will  read 
regularly  with  interest  and  confidence.  There 
are  publications  filled  with  such  uninteresting 
reading-matter  and  such  poor  advertisements 
that  the  reader  would  have  to  be  in  solitary 
confinement  with  limited  reading-matter  be- 
fore hewould  give  them  much  attention.  They 
don't  command  attention,  and  the  advertiser 
will  find  it  impossible  to  get  a  proper  return 
on  his  investment  in  the  advertising  space  of 
such  a  publication.  The  "interest  value"  of 
space  deserves  our  keenest  consideration. 

200 


CUMULATIVE  EFFECTS 

There  are  publishers  who  offer  to  prostitute 
their  colunms  by  printing  supposed  news  items 
or  "editorial  endorsements"  that  are  thinly 
disguised  advertisements.  The  stupid  adver- 
tiser who  is  taken  in  by  such  a  device  does  not 
stop  to  figure  out  that  the  publisher  is  trifling 
with  his  greatest  asset  —  the  interest  and  con- 
fidence of  the  reader.  When  a  reader  sees  that 
a  few  dollars  will  buy  the  endorsement  of  a 
publisher,  his  faith  is  immediately  weakened, 
and  the  space  is  worth  little. 

The  sensational,  biased,  unreliable  publica- 
tion gradually  educates  its  readers  to  regard 
it  as  such,  and  its  advertising  value  to  the  sane, 
reliable  advertiser  is  lowered  correspondingly. 
To  get  one  hundred  per  cent  efficiency,  we 
must  have  the  reader  feel  that  all  the  adver- 
tisements he  sees  in  his  favorite  newspaper  or 
magazine  are  trustworthy. 

You  would  not  hire  a  sharper  as  a  salesman, 
would  jovl}  You  would  feel  that  your  sales 
message  would  be  ineffective  if  delivered  by 
such  a  person.  Then,  why  employ  a  publica- 
tion, as  a  deliverer  of  your  printed  sales  mes- 

201 


WRITING  AN  ADVERTISEMENT 


sages,  if  that  publication  aids  the  faker  —  if 
it  barters  the  boasted  confidence  of  its  readers 
to  every  swindler  who  has  the  money  to  buy 
space  or  serves  merely  the  adroit  swindler  — 
the  "almost  honest"  advertiser?  The  pub- 
lisher cannot  sell  you  the  confidence  of  readers 
after  he  has  bartered  it  away  to  sharpers.  If 
the  publication  carries  "confidence-wrecking" 
advertising,  then  the  value  of  the  space  is 
greatly  diminished  for  "confidence-creating" 
advertising.  The  publication  that  inserts  the 
fake  "Medical  Questions  and  Answers,"  makes 
women  think  they  are  reading  medical  advice 
and  has  them  filling  prescriptions  ( ?)  that  in- 
clude fifty  cents'  worth  of  a  patent  remedy 
worth  two  cents,  has  hundreds  of  homes 
smarting  under  the  sting  of  deception.  How 
will  your  messages  be  received  in  those  homes? 
That  publisher  is  not  playing  fair  to  either  you 
or  his  readers.  He  is  deliberately  destroying 
the  great  thing  that  he  has  to  sell  an  adver- 
tiser— an  opportunity  to  interest  and  convince 
people.  If  he  offers  the  honest  advertiser  space 
at  all,  he  should  give  a  liberal  discount. 

202 


CUMULATIVE  EFFECTS 


Those  publications  which  advertise  "in- 
vestment" humbugs  and  aid  in  the  robbery 
of  consumptives,  cancer  victims,  etc.,  impair 
their  value  to  decent  advertisers  most  seri- 
ously. Newspapers  have  been  conspicuous 
and  persistent  offenders  in  running  this  shame- 
less sort  of  advertising.  When  will  the  news- 
paper publishers  awake  to  their  great  oppor- 
tunity? 

Decent  advertisers  have  as  much  grievance 
against  publishers  who  deliberately  open  the 
doors  of  their  readers'  homes  to  the  quacks 
and  sharpers  as  they  have  against  the  "black 
sheep"  advertisers.  Such  publishers  are  acces- 
sories. They  have  made  their  columns  com- 
mon—  very  common  —  carriers,  when  they 
should  be  discriminating  carriers.  The  ex- 
cuses that  publishers  make  about  being  im- 
able  to  discriminate  are  evasions.  The  answer 
is  that  the  publishers  willing  to  discriminate 
do  it  with  ease.  Imagine  any  one  of  the  leading 
magazine  publishers  having  any  doubt  as  to 
whether  or  not  an  advertiser  is  fit  to  be  intro- 
duced to  the  readers  of  his  publication!  There 

203 


V'  '1 


( 


^ll 


WRITING  AN  ADVERTISEMENT 

are  now  statutes  in  a  good  number  of  the 
States,  bearing  on  fraudulent  advertising.  It 
is  a  fine  thing  to  have  these  laws,  but  the  quick 
weapon  for  getting  disreputable  advertising 
out  of  mediums  is  the  reputable  advertiser's 
appropriation.  When  publishers  are  made  to 
understand  that  high-grade  sales  messages 
will  not  be  associated  with  fraudulent  or  ob- 
jectionable copy,  conditions  will  soon  be  cor- 
rected. 

Those  who  have  honest  sales  messages  to 
deliver  can  stop  all  this  advertising  evil  by- 
protesting  against  "confidence-wrecking"  ad- 
vertising whenever  and  wherever  it  appears, 
by  declining  to  use  mediums  that  carry  such 
advertising,  by  telling  publishers  plainly  that 
they  must  choose  whom  they  will  serve,  by 
encouraging  lay  readers  to  protest  vigorously 
against  improper  advertising,  by  turning  over 
to  the  Post-Ofiice  Department  all  questionable 
advertising  received  through  the  mails. 

You  will  find  it  interesting  sometimes  to 
trace  out  your  own  order  of  impressions  and 

204 


CUMULATIVE  EFFECTS 

the  processes  of  reasoning  that  you  go  through 
before  finally  buying  an  advertised  article. 
Often  other  factors  besides  the  advertising 
enter  into  the  process.  For  example,  I  am 
determined  to  buy  a  Fox  shotgun.  Though 
the  Fox  people  have  doubtless  been  advertis- 
ing their  guns  for  years,  I  do  not  recall  ever 
seeing  one  of  their  advertisements  until  the 
appearance  of  that  one  which  quoted  Colonel 
Roosevelt  as  saying  that  no  better  gun  than  the 
Fox  was  ever  made.  A  friend  who  has  a  Fox 
likes  it  very  much,  and  I  have  seen  and  admired 
his  gun.  Finally,  a  gundealer  has  assured  me 
that  the  Fox  gun  is  excellent  value.  In  this 
case  the  resolution  to  buy  has  been  built  up 
by  four  distinct  factors  —  the  advertisement 
containing  the  good  words  of  a  distinguished 
pleased  purchaser ;  the  endorsement  of  a  friend ; 
satisfactory  examination  of  the  article  itself; 
and  a  trusted  dealer's  assurance  of  quality. 
This  is  genuine  cumulative  effect  and  a  signi- 
ficant lesson  in  advertising. 


XVII 


LAST  WORDS 

Recall  the  purposes  of  an  advertisement 
as  outlined  in  chapter  VI,  "The  Advertise- 
ment Itself."  Remember  that  most  impor- 
tant of  all  is  to  get  the  reader  to  believe,  to 
remember,  to  act.  There  is  a  great  deal  of  in- 
ertia in  this  world  of  ours.  People  forget  and 
neglect  to  do  things.  Many  people  dislike 
greatly  the  writing  of  letters.  If  your  product 
cannot  be  conveniently  seen,  maybe  readers 
won't  bother  to  himt  it  out,  but  will  wait, 
and  perhaps  later  they  are  attracted  by  some- 
thing else,  their  money  is  spent  for  that,  and 
you  are  forgotten.  Some  people  who  are  ener- 
getic physically  are  lazy  mentally.  There  is  a 
great  deal  going  on  in  the  world  and  your  busi- 
ness is  just  a  little  part  of  it.  All  of  this  is  lead- 
ing up  to  the  admonition  that,  if  you  expect 
to  be  remembered  and  to  have  people  act  on 
your  sales  messages,  you  must  make  it  con- 

206 


LAST  WORDS 

venient  for  them  to  do  so.  Every  extra  thing 
that  you  ask  them  to  do,  every  difficulty  that 
you  put  in  their  way,  lessens  your  chance  to 
get  action.  Be  reminded  once  more  that  the 
reader  is  not  even  actuated  by  the  courtesy 
that  he  feels  when  you  are  dealing  face  to  face 
with  him.  Therefore,  if  you  can  use  coupons, 
return  cards,  and  other  such  aids  to  ready  ac- 
tion, do  so;  tell  the  reader  just  to  put  his  name 
and  address  on  the  margin  of  the  advertise- 
ment or  to  write  you  and  say  "Yes,"  or  "  Send 
me  your  booklet ";  or  tell  him,  if  you  can  with- 
out requiring  him  to  write,  what  dealers  han- 
dle your  goods.  I  have  used  in  sales  letters  and 
others  letters  of  that  general  class,  which  are 
only  advertisements  in  letter  form,  such  de- 
vices as  inviting  the  reader  to  sign  a  blank 
printed  at  the  bottom  of  the  letter-sheet,  or 
merely  to  put  "Yes"  on  the  letter,  sign  his 
name,  and  return  it,  or  to  turn  the  letter  over 
and  write  his  answer  on  the  back  —  all  varia- 
tions of  the  one  idea  that  it  should  be  made  as 
easy  as  possible  for  the  reader  to  send  you  his 

evidence  of  interest. 

207 


t 


WRITING  AN  ADVERTISEMENT 

Near  the  end  of  your  advertisement,  or  as 
your  final  display,  there  should,  if  possible, 
be  a  clincher  of  some  sort  —  something  that 
will  cause  the  reader  to  remember  —  to  act  — 
to  insist  on  having  your  goods  rather  than  a 
competitor's,  maybe.  What  this  filial  word 
should  be  depends  entirely,  of  course,  on  the 
nature  of  the  article.  In  the  case  of  building 
material  it  might  be,  "Ask  Your  Architect," 
or,  "Specify  ALPHA  and  be  SURE."  It 
might  be  something  like  the  Welch  Grape 
Juice  admonition  to  ask  for  "Welch's"  rather 
than  "grape  juice,"  or  the  suggestion  of  the 
Munsingwear  manufacturers  that  you  ask  for 
Munsingwear  rather  than  underwear.  Some- 
times the  keen  advertiser  closes  with  some 
such  statement  as  "None  genuine  without 
the  signature  of  Charles  Madison,"  or  "Look 
for  the  Spear."  Bearing  in  mind  the  ease  with 
which  the  world  forgets,  this  closing  admoni- 
tion should  be  as  impressive  and  as  easy  to 
remember  as  possible. 

To  advertise  is  not  all  of  advertising.  Adver- 
tising is  just  publicity  —  the  light  of  directed 

208 


LAST  WORDS 

attention.  For  a  while  a  skillful  word-artist 
may  draw  pictures  that  paint  goods  or  service 
more  attractively  than  the  facts  warrant,  but 
this  cannot  be  kept  up  successfully.  In  the 
long  run  the  advertiser  will  be  known  for  just 
what  he  is.  If  he  makes  a  cheap  article  or  gives 
poor  service,  he  must  brace  up  or  the  adver- 
tising will  become  as  "sounding  brass  and  a 
tinkling  cymbal."  That  is  the  trouble  with 
a  great  many  merchants  and  manufacturers 
to-day.  They  lack  the  distinctive  products 
and  service  that  make  "  100  per  cent  adver- 
tising" possible.  Too  many  men  and  con- 
cerns rush  into  advertising  before  having  these 
essentials.  A  bank,  we  will  say,  has  a  gruff 
cashier  whose  disagreeable  manner  sends 
many  customers  to  competitors.  That  man 
goes  to  his  board  of  directors  for  an  advertis- 
ing appropriation,  overlooking  the  fact  that 
he  is  regularly,  day  by  day,  doing  some  very 
effective  advertising  —  for  competitors!  He 
does  not  realize  that  the  truth  of  "What  you 
are  speaks  so  loud  that  I  cannot  hear  what 
you  say." 

209 


I 


WRITING  AN  ADVERTISEMENT 

There  is  an  asset  in  business  that  we  de- 
scribe with  the  magic  word  "good-will."  Zeal- 
ously built  and  jealously  guarded,  it  becomes, 
like  the  prestige  of  Ivory  Soap,  a  great  force 
for  business,  a  bulwark  against  competition, 
a  shelter  in  the  time  of  storm.  But  it  is  an 
intangible  force,  so  intangible  and  elastic  that 
many  good  accountants  refuse  to  list  it  as  an 
asset.  It  may  be  easily  lost,  and  once  lost  be- 
comes, like  other  kinds  of  lost  reputations,  a 
difficult  thing  to  regain. 

Therefore,  all  honor  to  the  advertising  man 
who,  equipped  with  the  skill  to  pen  sales  mes- 
sages that  will  go  before  and  sway  thousands, 
maybe  hundreds  of  thousands,  while  the  face- 
to-face  salesman  is  dealing  with  a  dozen  or  a 
score  of  customers,  has  the  courage  to  say  to 
his  employers:  "To  win  enduring  success,  we 
must  be  believed.  To  be  believed,  we  must 
be  honest  in  our  statements,  faithful  to  our 
guarantees:  we  need  the  best  goods,  the  best 
salespeople,  the  best  service  obtainable," 


m 


QUESTIONS  AND  PROBLEMS 

Chapter  I.  Importance  of  Copy 

1.  What  is  "advertising  copy"? 

2.  Explain,  concisely,  the  relation  of  copy  to  the 
advertising  campaign. 

3.  What  mistake  was  frequently  made  by  mer- 
chants and  manufacturers  when  "clever"  ad- 
vertising began  to  command  general  attention  ? 

4.  Why  is  good  copy  of  paramount  importance? 
What  is  there  about  the  attitude  of  the  reader 
of  a  publication  that  makes  it  so  important  to 
get  attention-attracting  value  into  copy? 

5.  Point  out  the  difference  between  face-to-face 
salesmanship  and  advertising  salesmanship. 

6.  Is  writing  ability  altogether  natural  ability,  or 
may  it  be  developed  or  acquired? 

7.  Submit  an  advertisement  that  you  regard  as 
being  an  effective  appeal  to  the  class  of  people 
aimed  at  by  the  advertiser,  naming  the  class 
of  readers  that  you  believe  the  advertisement 
was  intended  to  impress. 

8.  Submit  another  advertisement  that  you  regard 
as  being  a  weak  appeal  to  the  class  of  people 
aimed  at  by  the  advertiser,  naming  in  this  in- 
stance also  the  class  you  believe  the  advertise- 
ment was  intended  to  impress. 

9.  Submit  an  advertisement  that,  through  the 
eye,  makes  a  strong  appeal  to  the  taste  or  appe- 
tite of  the  reader. 


"1 


QUESTIONS  AND  PROBLEMS 

10.  By  what  means  may  the  advertiser  of  such  an 
article  as  the  Victrola  appeal  effectively  to  the 
sense  of  hearing  or  the  reader's  love  of  music? 


Chapter  II.   Studying  the  Article 

1.  What  is  the  most  important  step  in  writing  any 
kind  of  composition  ? 

2.  What  happens  when  one  makes  a  close  study 
of  even  such  staple  commodities  as  cotton,  iron, 
brick,  butter,  etc.? 

3.  In  what  respect  is  the  work  of  the  writer  of 
advertisements  like  that  of  a  newspaper  re- 
porter? 

4.  When  a  large  amount  of  data  has  been  col- 
lected, what  is  the  next  important  step? 

5.  Name  a  product  other  than  those  mentioned 
in  Chapter  II  which  could  be  advertised  better 
by  facts  and  arguments  relating  to  its  service 
than  by  data  covering  the  composition  or  in- 
gredients of  the  product  itself. 

6.  If  you  were  required  to  advertise  the  products 
of  a  bakery,  what  kind  of  information  would 
you  secure? 

7.  Why  is  it  so  necessary,  in  advertising,  that  an 
article  or   a   business   have   some   distinctive 

feature? 

8.  If  an  article  is  of  only  ordinary  quality,  has  no 
distinctive  feature,  what  kind  of  advertising 
can  be  undertaken  for  it? 

9.  Submit  an  advertisement  that  appears  to  you 
to  give  too  little  definite  information  about  the 
article  advertised. 

u 


QUESTIONS  AND  PROBLEMS 

• 

10.  Submit  an  advertisement  that  appears  to  in- 
clude too  much  data  about  the  product,  —  more 
than  a  reader  would  find  interesting  or  be 
likely  to  remember. 

11.  Make  a  close  study  of  some  article  that  you 
have  recently  purchased  for  yourself,  or  that 
has  been  bought  for  your  home,  and  make  a  list 
of  all  the  points  about  its  quality,  service,  style, 
etc.,  that  make  it  attractive. 

Chapter  III.    Inside  and  Outside  Points  of  View 

1.  Why  is  advertising  that  is  planned  entirely  from 
the  inside  point  of  view  likely  to  be  in  some 
degree  ineffective? 

2.  What  is  the  weakness  of  the  strict  "outside 
point  of  view"? 

3.  What  point  or  points  of  view  must  the  adver- 
tising man  take  in  order  that  the  copy  he  writes 
may  be  of  full  effectiveness  ? 

4.  What  tests  would  you  apply  to  advertisements 
on  the  following  subjects,  in  order  to  determine 
whether  or  not  they  were  written  from  the  cor- 
rect point  of  view:  (a)  a  kitchen  cabinet;  (b)  an 
incubator;  (c)  the  savings  department  of  a  bank? 

5.  Submit  an  advertisement  that  appears  to  you 
to  have  been  written  from  the  right  point  of 
view,  and  give  reasons  for  your  opinion. 

6.  Submit  an  advertisement  that  appears  to  you  to 
have  been  written  from  the  wrong  point  of  view, 
and  state  why  you  believe  the  point  of  view  to 
be  incorrect. 


••• 

tu 


t 


QUESTIONS  AND  PROBLEMS 

Chapter  IV.   The  People 

1 .  Why  Is  it  so  important  to  study  the  people  whom 
the  advertiser  hopes  to  impress? 

2.  Why  can  advertising  never  be  an  exact  science? 

3.  How  far  does  a  knowledge  of  the  various  types 
and  classes  of  people  help  in  the  writing  of  copy  ? 

4.  Explain  how  the  "composite-customer"  idea 
may  be  used  to  advantage. 

5.  What  mistake  is  frequently  made  when  people 
assert  that  certain  kinds  of  advertisements  are 
not  read,  that  others  are  not  effective,  etc.? 

6.  Give  an  example  of  the  radical  difference  be- 
tween a  man's  point  of  view  and  a  woman's  on 
some  general  appeal. 

7.  Is  a  man  as  likely  to  read  about  the  details  of 
articles  of  wear  or  household  goods  as  a  woman  ? 

8.  As  a  rule,  would  a  woman  be  as  likely  as  a  man 
to  read  the  details  of  an  automobile  advertise- 
ment? 

9.  What  is  the  best  way  to  keep  clear  of  errors  that 
result  from  looking  at  subjects  from  one's  own 
point  of  view? 

10.  Does  a  close  knowledge  of  the  people  of  one 
section  of  the  country  enable  a  writer  to  appeal 
as  effectively  to  people  of  other  sections  of  the 
country? 

Chapter  V.   The  Conditions 

I.  Name  some  important  questions  about  condi- 
tions that  an  advertiser  should  be  able  to  answer 
satisfactorily  before  spending  his  money  in 
costly  publicity. 

lY 


QUESTIONS  AND  PROBLEMS 

2.  If  the  article  to  be  advertised  is  one  that  could 
be  most  conveniently  marketed  through  retail 
stores,  what  is  the  danger  of  advertising  before 
an  investigation  of  the  conditions  in  retail  stores 

is  .made? 

3.  What  is  often  as  essential  as  the  advertisement 
that  produces  an  inquiry? 

4.  Point  out  the  difference  between  the  effect  of 
such  advertisements  as  those  of  soaps  and  flour 
and  of  such  specialties  as  shotguns,  books,  etc. 

5.  Explain  how  the  force  of  an  advertising  cam- 
paign may  be  completely  or  largely  lost  because 
of  the  advertiser's  ignorance  of  conditions  in 
the  market  he  was  trying  to  enter. 

6.  Why  is  it  best  to  make  it  as  easy  as  possible  for 
people  to  respond  to  the  advertising? 

7.  If  you  were  called  on  to  assist  in  the  marketing 
plans  of  a  new  fountain  pen  of  distinctive  qual- 
ities, what  would  you  want  to  learn  regarding 
conditions  ? 

Chapter  VI.   The  Advertisement  Itself 

1.  What  is  comprehended  in  the  word  "advertise- 
ment" ? 

2.  Mention  a  class  of  advertisements  that  are 
actually  looked  for  by  readers. 

3.  Give  an  example  of  an  advertisement  that  con- 
sists of  merely  a  few  well-displayed  words. 

4.  Could  such  an  article  as  a  kitchen  cabinet  or  an 
encyclopedia  be  advertised  effectively  by  a  mere 

slogan  ? 

5.  In  general,  what  attitude  on  the  part  of  the 


I 


QUESTIONS  AND  PROBLEMS 

reader  must  be  taken  for  granted  by  the  writer 
of  advertisements? 

6.  Comment  on  the  definitions  or  purposes  of  an 
advertisement  as  they  have  been  defined  by  the 
George  Batten  Company. 

7.  Name  the  five  stages  or  steps  of  an  advertise- 
ment as  they  are  sometimes  given. 

8.  Why  may  not  every  advertisement  include  the 
five  steps  .^ 

9.  What  can  you  say  as  to  the  proper  length  of  an 
advertisement? 

10.  When  is  it  advisable  to  give  only  a  part  of  the 
information  about  an  article  and  to  refrain 
from  any  attempt  to  close  a  sale  by  the  adver- 
tisement itself? 

11.  Submit  an  advertisement  that  incorporates  all 
five  steps. 

12.  Submit  an  advertisement  that  was  apparently 
prepared  only  to  attract  attention  and  make 
an  impression  of  quality. 

13.  If  you  were  advertising  fine  silverware  for  a 
manufacturer  who  sells  through  many  retail 
stores,  but  also  sells  direct  to  the  user  where  no 
retail  stores  handling  the  goods  are  convenient 
to  the  inquirer,  what  would  be  the  features  of 
your  advertisement? 

14.  If  you  were  required  to  advertise  moderately 
priced  houses  for  sale  by  a  local  real-estate 
company,  what  features  would  you  incorporate 
in  advertisements  prepared  for  publication  in  a 
daily  newspaper?  In  what  respect  would  your 
advertisements  on  this  subject  be  different  if 
they  were  also  to  appear  as  street-car  cards? 

vi 


QUESTIONS  AND  PROBLEMS 

Chapter  VII.  Signposts  of  Advertisements 

1.  In  what  respect  is  the  headline  of  an  advertise- 
ment similar  to  the  headline  of  a  newspaper 
article  or  the  title  of  a  story? 

2.  What  is  a  very  important  difference  between 
the  purpose  of  an  article  headline  and  the  head- 
line of  an  advertisement? 

3.  If  an  advertisement  is  to  have  no  headline,  what 
must  fulfill  the  mission  of  the  headline? 

4.  Why  is  it  sometimes  not  best  to  have  the  head- 
line of  an  advertisement  instantly  reveal  the 
character  of  the  merchandise  offered  for  sale? 

5.  Criticize  the  headline  "Special  Announce- 
ment" as  used  in  an  advertisement  of  a  new 
kind  of  bread. 

6.  Suggest  a  good  "direct-command"  headline 
for  the  announcement  of  an  advertising  class. 

7.  Suggest  a  good  question  headline  for  an  electric- 
light  company. 

8.  What  features  are  frequently  and  properly 
incorporated  in  headlines  of  advertisements 
dealing  with  the  necessities,  such  as  food,  cloth- 
ing, etc. 

9.  What  should  be  kept  in  mind  as  to  the  arrange- 
ment of  headlines  in  different  lines? 

10.  What  may  be  said  as  to  clear,  plain  type  and  the 
general  use  of  capital  letters? 

11.  Discuss  the  question  of  the  number  of  displays 
to  have  in  an  advertisement  of  small  or  moder- 
ate size. 

12.  How  may  the  "poster  effect"  be  secured  in  a 
small  advertisement? 

vu 


1 


11 


( 


M 
i 

t 

I' 


!'i    ., 


m, 


QUESTIONS  AND  PROBLEMS 


13.  What  do  you  think  of  the  appropriateness  of 
"Spend  Your  Money  Here"  as  a  headh'ne  for 
a  restaurant  advertisement? 

14.  Create  headlines  of  not  more  than  seven  words 
each  for  advertisements  about  the  following 
subjects:  (a)  a  typewriter  that  sells  for  $50  but 
which  can  be  used  for  all  ordinary  typewriting 
and  is  light  and  portable;  (b)  butter  of  unusual 
quality  made  from  the  milkof  pure-bred  Jerseys ; 
(c)  motor  boats  of  various  prices  sold  direct  from 
manufacturer  to  user;  (d)  a  stock  of  new  hats; 
(e)  SL  sale  of  shoes  of  odd  sizes. 

Chapter  VIII.    Points  of  Contact 

1.  What  does  the  expression  "points  of  contact" 
mean  to  you  ? 

2.  Why  are  there  so  many  different  points  of  con- 
tact to  be  taken  account  of  in  advertising  work? 

3.  What  lesson  may  be  drawn  from  the  incident 
in  the  Marshall  Field  store  related  in  Chapter 
VIII? 

4.  Explain  how  the  service  of  a  commodity  may 
sometimes  be  made  a  more  effective  point  of 
contact  than  a  mere  description  of  the  mer- 
chandise. 

5.  A  newspaper  uses  as  an  advertisement  the  bare 
statement  that  it  has  twenty-five  per  cent  more 
circulation  than  any  other  paper  in  its  field. 
Discuss  whatever  strong  or  weak  features  you 
see  in  this  statement,  used,  as  it  was,  to  gain 
other  readers  and  to  secure  advertising  patron- 


age. 


Vlll 


QUESTIONS  AND  PROBLEMS 

6.  If  you  were  asked  to  write  an  advertisement 
of  Ingersoll  dollar  watches  for  use  in  a  boys' 
magazine,  what  would  be  your  "point  of  con- 
tact"? What  different  appeal  would  you  use  in 
an  advertisement  to  be  inserted  in  a  magazine 
read  largely  by  adults? 

7.  Compose  a  strong  headline  and  an  opening 
paragraph  of  at  least  fifty  words  for  an  adver- 
tisement for  a  piano  store. 

8.  Compose  a  strong  headline  and  an  opening  para- 
graph for  a  manufacturer's  magazine  adver- 
tisement of  superior  linen  stationery. 


Chapter  IX.    Interest  Value  and  the  News 

Element 

1 .  What  is  there  wrong  with  the  notion  that  readers 
have  to  be  tricked  into  reading  advertisements  ? 

2.  Mention  at  least  three  features  that  possess 
strong  news  value  for  advertisements. 

3.  What  effect  has  uninteresting  advertising  on 
the  appeals  of  other  advertisers  ? 

4.  Name  several  things  that,  in  the  experience  of 
many  advertisers,  prove  to  possess  strong  in- 
terest value. 

5.  Why  is  it  to  the  advertiser's  interests  to  con- 
nect his  announcements  with  subjects  to  which 
the  public  is  giving  much  attention,  provided 
he  can  establish  a  logical  connection? 

6.  What  is  the  particular  value  of  seasonableness 
and  timeliness? 

7.  A  considerable  part  of  the  loss  in  the  burning  of 
the  Edison  plant  at  East  Orange,  New  Jersey, 

ix 


I 


1 


QUESTIONS  AND  PROBLEMS 

in  1914,  was  due  to  the  fact  that  wood  had  been 
used  in  the  sash,  trim,  etc.,  of  the  windows. 
How  could  the  makers  of  metal  sash  use  this 
incident  to  advantage? 

8.  Unusual  conditions  cause  a  rapid  advance  in  a 
certain  kind  of  merchandise  that  a  store  for 
which  you  are  writing  advertisements  has  in 
large  quantity.  How  may  this  circumstance  be 
used  to  advantage? 

9.  A  prominent  man,  in  an  interview,  remarks  that 
for  years  a  Waterman  fountain  pen  has  been 
one  of  his  most  faithful  assistants.  Compose 
a  headline  and  an  opening  paragraph  showing 
how  this  information  could  be  used  to  advan- 
tage. (The  prominent  man  may  be  referred  to 
as  "Colonel  BlanL'O 

Chapter  X.    The  Appeal  of  Pictures 

1.  Explain  why  pictures  are  of  great  aid  in  adver- 
tising. 

2.  In  what  way  do  pictures  save  space  in  adver- 
tisements? 

3.  Is  an  illustration  always  an  indispensable  part 
of  an  advertisement? 

4.  What  is  a  "stock"  illustration,  and  what  are  its 
good  features  and  its  weak  features?  Why  are 
the  illustrations  furnished  by  manufacturers 
to  the  retail  stores  selling  their  goods  likely  to 
be  superior  to  other  syndicate  or  stock  illustra- 
tions? 

5.  Discuss  the  use  of  the  humorous  illustration  in 
advertisements. 


QUESTIONS  AND  PROBLEMS 

6.  Compare  the  value  of  photographs  with  draw- 
ings. 

7.  What  may  be  said  as  to  the  use  of  pictures  of 
women  and  children? 

8.  What  must  be  guarded  against  in  the  matter  of 
the  number  of  details  to  be  included  in  an  illus- 
tration ? 

9.  What  may  often  be  done  with  illustrations  of 
human  figures,  in  order  to  save  expensive 
space? 

10.  Comment  on  the  illustrations  of  the  Kodak 
advertisements  reproduced  in  Chapter  X. 

11.  What  may  be  said  as  to  the  value  of  views  of 
hands  as  illustrations  for  advertisements? 

12.  Suggest  effective  illustrations  for  advertise- 
ments dealing  with  the  following  subjects:  (a) 
baking  powder;  {b)  a  lawn-mower  so  constructed 
that  it  will  cut  close  to  a  fence;  (c)  superior  linen 
stationery;  (d)  high-class  silverware. 

13.  Submit  an  advertisement  that  seems  to  you  to 
be  poorly  illustrated,  stating  reasons  for  your 
opinion. 

14.  Submit  an  advertisement  that  you  regard  as 
being  effectively  illustrated,  and  explain  why 
you  regard  the  illustration  as  being  effective. 

Chapter  XL    Imagination  in  Advertising 

1.  What  takes  place  in  the  mind  of  the  buyer  of 
an  article  before  he  actually  makes  the  purchase  ? 

2.  How  may  appeals  to  the  imagination  be  made 
to  save  words  and  costly  space? 

3.  Why  must  the  writer  of  advertisements  have 

xi 


J, 


^  I 


QUESTIONS  AND  PROBLEMS 

imagination  before  he  can  effectively  appeal 
to  the  imaginations  of  others? 
4.  Compose  an  advertisement  for  a  florist.  This 
advertisement  is  to  appear  prior  to  Easter 
Sunday  and  is  intended  to  suggest  what  pleasure 
and  attractiveness  flowers  may  create  on  that 
day. 

Chapter  XII.    Style,  and  Strength  of  Appeals 

1.  What  may  be  said  as  to  the  value  of  developing 
an  individual  style  in  the  writing  of  advertise- 
ments ^ 

2.  When  many  writers  follow  a  certain  style 
slavishly,  what  is  the  result? 

3.  Discuss  "clever  writing"  as  compared  with  an 
earnest,  sincere  style. 

4.  Does  it  follow  that  because  a  style  of  writing 
may  be  effective  in  selling  tobacco  it  will  be  as 
effective  in  selling  dynamos  or  cemetery  lots  ? 

5.  Discuss  the  Big  Ben  clock  advertising  and  that 
of  Sapolio. 

6.  What  is  the  so-called  "Reason  Why"  style  of 
copy?  What  is  its  strength,  and  in  what  direc- 
tion is  the  writer  of  reason- why  copy  likely  to  err  ? 

7.  Define  "atmospheric"  or  "suggestive"  adver- 
tising. 

8.  Why  is  it  important  to  put  a  reason  in  the  read- 
er's mind  for  preferring  a  certain  brand  or  make 
of  merchandise? 

9.  What  may  be  said  for  and  against  the  direct 
style  of  address,  —  that  is,  referring  to  the 
reader  of  advertisements  as  "you"? 

•  • 

Xll 


^ 


I 


QUESTIONS  AND  PROBLEMS 

10.  In  what  way  may  conversational  language  be 
used  to  advantage? 

11.  What  is  the  value  of  the  testimonial? 

12.  What  has  been  shown  by  the  "story"  form  of 
advertisement? 

13.  Review  the  bargain  style  of  advertising  and  the 
changes  that  are  taking  place  in  the  use  of  this 

style.  ' 

1 4.  What  is  the  so-called  "  telegraphic  "  style  of  copy  ? 

15.  What  may  be  said  on  the  subject  of  negative 
statements  in  advertising? 

16.  Discuss  the  question  of  technical  information 
I        and  argument  as  against  popular  treatment. 

17.  Submit  an  advertisement  that  impresses  you 
as  being  written  in  an  unusually  effective  style. 
Comment  on  the  style. 

18.  Select  some  article  of  merchandise  that  you 
have  recently  purchased  for  yourself  or  that  has 
been  purchased  for  your  home,  and  write  a  com- 
plete advertisement  that  would  likely  sell  such 
goods  to  other  people.  State  whether  the  ad- 
vertisement is  intended  for  manufacturer  or 
retailer  and  in  what  kind  of  publication  or 
medium  it  is  to  appear. 

Chapter  XIII.   Dressing  the  Idea 

1.  Discuss  the  value  of  originality  in  advertising. 

2.  What  common  fault  in  advertising  copy  keeps 
the  language  from  being  impressive? 

3.  Select  six  phrases  from  the  second  description 
of  hams  in  Chapter  Xlll  that  are  particularly 
effective  in  building  up  the  picture  of  fine  meat. 

•  •  • 

xui 


I 


f    I 
i 


QUESTIONS  AND  PROBLEMS 

4.  What  may  be  said  as  to  the  comparative  diffi- 
culty of  writing  copy  for  a  distinctive  article 
and  for  merchandise  of  ordinary  good  quality? 

5.  How  far  may  alliteration  be  used  to  advantage? 

6.  Compose  an  alliterative  slogan  for  a  brand  of 
high-class  cutlery  —  pen-knives,  shears,  scissors, 
etc. 

7.  Criticize,  in  detail,  the  first  example  of  copy 
for  the  book  How  to  Get  a  Position,  reproduced 
in  Chapter  XIII.  Then  point  out  the  superior- 
ity of  the  second  example. 

8.  Cut  from  a  local  newspaper  an  example  of  com- 
monplace, stereotyped  advertising  copy,  and 
rewrite  the  material  (or  prepare  entirely  new 
material  on  the  same  subject),  so  that  the  pre- 
sentation of  the  ideas  will  be  attractive  to  the 
casual  reader. 

9.  Submit  an  advertisement  that  you  regard  as 
being  a  good  example  of  graphic  description. 

Chapter  XIV.  The  Price  and  the  Power  of 

Words 

1.  What  very  practical  reason  may  be  oflFered  for 
having  every  word  in  an  advertisement  the 
best  word  for  that  particular  use? 

2.  What  may  be  said  on  the  subject  of  short  words 
and  short  sentences? 

3.  Comment  on  that  familiar  railroad-track  notice, 
"  Stop,  Look  and  Listen." 

4.  Express  in  the  simplest  and  most  concise  and 
striking  way  the  ideas  contained  in  the  follow- 
ing sentence;  "If  you  are  not  altogether  sat- 

xiv 


; 


QUESTIONS  AND  PROBLEMS 

isfied  with  any  merchandise  you  may  purchase 
in  this  establishment,  after  you  have  taken 
your  purchases  home,  return  the  same  to  us  im- 
mediately and  we  will  undertake  to  adjust  the 
matter." 

5.  Select  some  advertisement  that  appears  to  you 
to  be  written  in  cumbersome,  ineffective  lan- 
guage and  point  out  where  changes  could  be 
made  to  advantage. 

6.  Write,  for  a  gas  company,  an  advertisement  de- 
signed to  interest  newspaper  readers  in  the  use 
of  gas-ranges  for  hot-weather  cooking.  Descrip- 
tions of  the  ranges  will  not  be  required,  as  that 
would  necessitate  data  that  you  may  not  be  in 
a  position  to  secure. 

Chapter  XV.    Some  Ad-writing  Experiences 


>> 


1.  Take  the  headline  "Dirty  Soap  is  Dangerous 
and  write  an  advertisement  of  not  less  than  one 
hundred  and  fifty  words  designed  to  interest 
general  magazine  readers  and  to  draw  from  them 
a  request  for  the  Soapator  booklet.  Suggest 
what  illustration  you  would  like  to  accompany 
the  copy  you  write. 

2.  Write,  for  a  retail  drug  store,  an  advertisement 
featuring  the  Thermos  Bottle,  which  has  a 
vacuum  wall  that  enables  the  bottle  to  retain 
the  heat  or  the  cold  in  a  liquid  several  days. 
Prices  may  be  mentioned  as  running  from  $2  to 
$5  for  the  different  styles  and  sizes.  _/ 


XV 


f! 


I 


m:'i> 


I 


QUESTIONS  AND  PROBLEMS 

Chapter  XVI.    Cumulative  Effects,  and  Tests 

1.  What  is  sound  and  what  is  unsound  in  the 
argument  that  "repetition  makes  reputation"? 

2.  Why  is  continued  impression  necessary  in  order 
to  induce  people  to  buy  certain  brands  of  soap, 
flour,  canned  goods,  etc.? 

3.  What  may  be  said,  on  the  point  of  frequency  of 
advertisements,  with  respect  to  a  department 
store  and  an  automobile  advertiser? 

4.  What  light  is  shed  on  the  subject  of  cumulative 
effect  by  the  fact  that  often,  after  magazine 
advertisements  have  been  discontinued  for  a 
year  or  more,  they  continue  to  produce  in- 
quiries? 

5.  What  is  keying,  and  what  is  the  value  of  it? 

6.  Why  is  keying  very  often  only  a  partial  test 
of  the  pulling  power  of  advertising? 

7.  Why  is  there  not  as  much  cumulative  effect  in 
the  advertising  of  an  encyclopedia  as  in  the  ad- 
vertising of  a  shaving  soap?  « 

8.  Why  do  some  of  the  best-known  stores  carry 
their  firm  names  at  the  top  of  their  page  ad- 
vertisements? 

9.  Name  some  advertisements  that  are  likely  to  be 
looked  up  by  readers.  Name  others  that  would 
probably  never  be  looked  up,  but  which  must 
do  their  work  by  impressing  the  reader  strongly 
at  the  time  he  first  sises  the  page  on  which  they 
appear. 

10.  Why  would  it  be  poor  policy  for  the  advertisers 
of  Ivory  Soap  to  discontinue  or  materially  re- 
duce their  advertising? 

xvi 


,. 


QUESTIONS  AND  PROBLEMS 

11.  Explain  how  the  character  of  the  article  and  the 
class  of  people  appealed  to  must  determine  the 
amount  of  space  that  it  is  best  to  use  for  adver- 
tisements. 

12.  Discuss  duplication  of  circulation  in  its  effect 
on  the  advertiser's  interests. 

1 3 .  What  factors  other  than  advertisements  in  news- 
papers, magazines,  cars,  etc.,  enter  into  the 
decision  of  people  to  buy  certain  goods  ? 

14.  In  what  way  is  exaggerated  and  deceptive  ad- 
vertising injurious  to  the  opportunity  of  the 
honest  advertiser? 

15.  Is  it  your  opinion  that  Barnum,  the  famous 
showman,  was  right  in  his  assertion  that  people 
like  to  be  humbugged? 

16.  Why  is  it  advisable  to  make  it  as  easy  as  possible 
for  readers  to  respond  to  advertising?  Explain 
some  methods  of  making  inquiry  or  response 
easy. 


fi 


<\ 


( 


EvTOEX 


<f 


■ 


93 


■1  1 


INDEX 


Action  as  last  step  of  advertise- 
ment, 45. 
at  end  of  advertisement,  208. 

Adding-machine  advertising,  75. 

Advertisement,  construction  of 
the,  41. 

Advertisements  in  series,  49. 

Advertising  as  insurance,  195. 

Affirmative  statements  in  copy, 
126. 

Alliteration  in  advertising,  140. 

Alpha  Cement  advertisements, 
facing  76,  80,  84,  160,  162, 
164,  166. 

American  Real  Estate  Com- 
pany advertisement,  fac- 
ing 90. 

Analysis  of  article,  8. 
of  conditions,  35. 
of  people,  23. 

Appeals,  different  forms  of,  61. 
strength   of,   in   advertising, 

99. 
to   sentiment   and    emotion, 
127. 

Armour's  Lard  advertisement, 
facing  138. 

Article,  studying  the,  8. 

Article  or  story  style  of  copy, 
117. 

Association  of  ideas,  123. 

Attention,  attracting  favorable, 

45. 

2 


Automobile    advertising, 
planned,  131. 


well 


Baby  letter  for  bank,  facing  68. 

Bank  street-car  advertisements, 
facing  110. 

Bank  (Traders  National)  news- 
paper advertisements,  fac- 
ing 154- 

Bargain  offers,  118. 

Baseball    mitt    advertisement, 

33- 

Baseball  uniform  advertise- 
ment, facing  82. 

Batten  definition  of  copy  re- 
quirements, 44. 

Big  Ben  clock  advertising,  109. 

Book  advertisements,  effective 
and  ineffective,  142. 

Boys,  appeal  of  Curtis  Pub* 
lishing  Company  to,  63. 

Brief  advertisements,  value  of, 

122. 

Brill  Bros,  experiment,  1 19. 

Burroughs  Adding-Machine  ad- 
vertising, 75. 

Camera  advertisements,  facing 

88. 
Cement  advertisements,  facing 

76,  80,  84,  160,  162,  164, 

166. 
Chick  food  advertisement,  89. 

13 


INDEX 


( 


mB 


Children's  clothing,  how  to  pre- 
sent, 66. 
Children,  figures  of,  in  illustra- 

■  tions,  85. 
Circulation,  duplication  of,  196. 
Clothing  advertisement,  facing 
44. 

"Comparative-price"  advertis- 
ing, 119. 

Composite-customer  idea  in  ad- 
vertising, 25. 

Confidence,  of  reader  in  publi- 
cation, 200. 
step  to  create,  45. 

Conditions,  study  of,  35, 

Contact,  points  of,  61. 

Continuity  of  impression,  171. 

"Conversational"  style  of  copy, 

Copy,  analysis  of,  41. 
by  several  writers,  151. 
criticism  of,  102. 
importance  of,  i, 
rotation  of,  195. 
transposition  of,  for  best  ar- 
rangement, 144. 
various  styles  of,  99. 
Copy-writers,  salaries  paid  to,  I. 
Correspondence   School   adver- 
tisements, facing   64,    94, 
96,  180. 
Criticism     of    advertisements, 

102. 
Cumulative  effects,  171. 
Curtis     Publishing     Company 

appeal  to  boys,  63. 
Customers,  study  of,  23. 
Cut-and-dried  language,   weak- 
ness of,  136. 
Cuts  for  advertisements,  82. 

214 


Data  about  article,  how  gath- 
ered, 12. 

Data-built  advertising,  112. 

Descriptions,  realistic,  105. 

Diction,  importance  of  good, 
146. 

Dime  Bank  street-car  advertise- 
ments,/anng  no. 

Direct-command  headlines,  54. 

Display,  value  of  simplicity  in, 
59- 

Displays  of  advertisements,  50. 

Disreputable  advertising,  201. 

Distinctive  merchandise,  writ- 
ing copy  for,  139. 

Dressing  the  language,  135. 

Duplication  of  circulation,  196. 

Durham-Duplex  Razor  copy, 
60. 

Dutch  Cleanser  advertisement, 

facing  86. 
comment  on,  88. 
Dyer,  George  L.,  comment  on 

style,  104. 

Eastman  Kodak  advertisements, 

facing  88. 
Emotion,  appeals  to,  127. 
Endorsement  style  of  copy,  116. 
Experiments    in    testing    copy 

values,  134. 


Fake  advertising,  201. 
Farmer  as  ad-writer,  5. 
Feminine  point  of  view,  28. 
Figure,  human,  in  advertising, 

87. 
Food  advertising,  facing  44. 
Fraudulent  advertising,  201. 
I  Frequency  of  insertion,  175.^ 


INDEX 


General  publicity,  definition  of, 
16. 

Good-will  in  advertising,  210. 

Goods,  studying  the,  8. 

Grocery-store  advertising,  fac- 
ing 44. 

Hackneyed  language,  weakness 
of,  136. 

Ham,  examples  of  descriptions 
of,  137. 

Headlines,  classes  of,  54. 
of  advertisements,  50. 
typographical      arrangement 
of,  58. 

Heater  manufacturer's  experi- 
ence with  continuous  ad- 
vertising, 181. 

Holstein  advertising,  how  writ- 
ten up,  10. 

House  advertisement,  facing 
158. 

Human  figure  in  advertising, 
87. 

Human  nature  in  advertising, 
24. 

Humorous  illustrations,  83. 
I 

Ice-cream  advertising,  how  pre- 
pared, II. 

I.C.S.  advertisements,  record  of, 
179. 

Illustrations,  value  of,  80. 

Imagination  in  advertising,  92. 

Ingersoll  Watch  advertising, 
comment  on,  107. 

Insertions,  frequency  of,  175. 

Inside  and  outside  points  of 
view,  18. 

Insurance  headlines,  64. 

21 


International  Correspondence 
Schools  advertisements, 
facing  64,  94,  96,  180. 

Interest,  and  confidence  of  read- 
er in  publication,  200. 
developing  of,  45. 

Interest  value  in  copy,  70. 

Investigation  of  conditions,  35, 

Ivory  Soap  advertising  as  insur- 
ance, 194. 

Jenkins*  Sons  piano  advertise- 
ment, facing  78. 

Kennedy,  John  E.,  influence  of, 
on  copy,  112. 

Keying  systems,  185. 

Knowledge  of  article,  impor- 
tance of,  8. 

Knox  Hat  advertisement,  113, 

Kodak  advertisements,  facing 
88. 

Language,  polishing  of,  135. 

Lard  advertisement, /actng  138. 

Laws  bearing  on  fraudulent  ad- 
vertising, 204. 

Length  of  advertisement,  46. 

Library  Bureau  advertisement, 
facing  12. 

Life  Buoy  Soap  advertising, 
164. 

Long  words  and  sentences,  150. 

Macaulay's  comment  on  Mil- 
ton's diction,  146. 

Mail-order  advertising,  check- 
ing-up  of,  172. 

Mail-order  advertising  force, 
183. 

5 


i 


INDEX 


i 


111) 


Manhattan  Reporting  Com- 
pany advertisement,  facing 

54- 

Mankind,  study  of,  32. 

Martindale  advertisement,  fac- 
ing 44. 

Millinery  advertisement,  how 
judged  erroneously,  27. 

Milton's  diction,  146. 

Mistakes  through  ignorance  of 
conditions,  38. 

Mitt  advertisement,  33. 

Name  advertising,  limitations 
of,  16. 

Names  in  advertising,  associa- 
tion of,  123. 

Negative  statements,  124. 

New  York  Association  for  Im- 
provement of  Condition  of 
Poor  advertising,  127. 

News  element  in  copy,  70. 

Objectionable  advertising,  201. 
Originality  in  advertising,  135. 
Origin  of  article,  importance  of 

studying,  14. 
Outside  point  of  view,  18. 

Park  Hill  advertisement,  fac- 
ing 90. 

People,  study  of,  23. 

Perry,  George  H.,  on  advertis- 
ing of  ordinary  goods,  139. 

Personal  point  of  view,  danger 
of,  25. 

Piano  advertisement,  facing  78. 

Picture-creating  language,  140. 

Pictures,  in  advertising,  80. 
mental,  in  advertising,  95. 

21 


"Playing  checkers"  with  copy, 
144. 

Points  of  contact,  61. 

Points  of  view,  inside  and  out- 
side, 18. 

Popular   information  in  copy, 

131. 

Portland  Cement  advertising, 
161. 

Poster  style  of  display,  59. 

Pratt's  Food  advertisement,  89. 

Price  and  power  of  words,  146. 

Product,  importance  of  study- 
ing, 8. 

Prospective  customer,  study  of, 

23- 

Psychology  in  advertising,  24. 
Question  form  of  headlines,  54. 

Readers*  confidence  in  publica- 
tion, 200. 

Real-estate  advertising  experi- 
ence, 73. 

Reason-why  advertising,  112. 

Reduced-price  offers,  118. 

Repetition  in  advertising,  171. 

Rotation  of  copy,  195. 

Saks  Clothing  advertisement, 
facing  44. 

Salaries  paid  copy-writers,  I. 

Salesmanship  and  advertising,  5. 

Sapolio  advertisement,  facing 
no. 

Saturday  Evening  Post  advertis- 
ing to  boys,  63. 

Seasonableness  in  advertising, 
76. 

Selling  points,  how  found,  12. 

Senses,  appealof  advertising  to, 6. 

6 


INDEX 


Sentiment,  appeal  to,  127. 

Sign-posts  of  advertisements, 
50. 

Simon  Pure  Lard  advertisement, 
facing  138. 

Sincerity  in  copy-writing,  103. 

Size  of  advertisements,  175. 

Shivers  cigar  advertisements, 
comment  on,  47. 

Shorthand  course  advertise- 
ment, facing  54. 

Short  words  and  sentences,  150. 

Slogans,  56. 

"Smiling  Joe"  advertisement, 
127. 

Soap  advertising,  164. 

Soapator  advertising,  158. 

Space,  amount  of,  to  use,  175. 

Steps  of  an  advertisement,  44- 

45. 
Stereotyped  language,  weakness 

of,  136. 

Stock  cuts  in  advertising,  82. 

Story  style  of  copy,  117. 

Street-car  advertisements,  fac- 
ing no. 

Strength  of  appeals  in  advertis- 
ing, 99-^ 

Style,  question  of,  in  advertis- 
ing, 99- 

Style  as  a  selling  point,  74. 

Styles  of  advertising,  change  in, 
III. 

Suggestive  advertising,  113. 

Suit  advertisemeni,  facing  44. 

Syndicate  illustrations,  82. 

Talk,  attractive  appearance  of. 


Taylor-Critchfield-CIague  views 

on  sincerity,  105. 
Technical  information  in  copy, 

131. 

Testimonial  style  of  copy,  116. 

Tests  of  advertising,  171. 

Thanksgiving  introduction,  97. 

Thermos  Bottle  as  advertising 
subject,  96. 

Timeliness  in  advertising,  76. 

Traders  National  Bank  adver- 
tisements,/octng  154. 

Traders  National  Bank  baby 
letter,  facing  68. 

Type  for  headlines,  58. 

Unpleasant  associations  in  copy, 
124. 

UpdegrafF,  Robert  R.,  sugges- 
tion of,  as  to  transposing 
copy,  144. 

Verse  advertising,  no. 
View,  inside  and  outside  points 
of,  18. 

Warren,  Waldo  P.,  method  of 
finding  effective  appeal,  66. 

Waste  in  advertising,  172. 

Wire  manufacturer's  attitude 
toward  advertising,  72. 

Woman's  point  of  view,  27. 

Women,  figures  of,  in  illustra- 
tions, 85. 

Women  in  advertising  work,  28. 

Words,  importance  of  good 
choice  of,  146. 


« 


You"  style  in  advertising,  1 14. 


I 


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